VP of Marketing @ HYCU | #5to9: Keeping Up With 2 Kiddos

My first job was bussing tables at my dad’s restaurant, where I learned something that still shapes how I lead today: it’s not just the product that keeps people coming back, it’s the experience.

That idea is at the core of how I approach growth. Whether it’s a restaurant or a B2B company, sustainable growth comes from creating experiences that customers care about, understand, and want to return to. In practice, that means combining clear positioning, disciplined targeting, customer insight, and a willingness to experiment, all grounded in data and accountability, to build programs that drive pipeline, improve retention, and support long-term growth.

I’ve built and led marketing and growth teams across enterprise, mid-market, and startup environments, helping companies move from reactive execution to focused, predictable growth. Along the way I’ve rebranded companies, built revenue engines, scaled teams, and helped leadership teams clarify how they show up in the market.

Most recently, I led marketing at PathFactory, where I oversaw the merger with Uberflip — unifying messaging, content, and teams to position the business for its next phase of growth. Before that, I’ve held senior leadership roles at HYCU, Alyce, Avid Technology, Iron Mountain, and EMC.

In addition to my operating roles, I advise B2B startups and mid-size companies on how to simplify their strategy, find their edge, and build growth programs that connect clearly to revenue.

I tend to do my best work where there’s momentum, complexity, and opportunity — and where leadership wants a partner who can help turn strategy into execution and execution into results.

Contact:  lorenco.pete@gmail.com

Pete Lorenco

Strategic marketing and go-to-market executive passionate about building high-performing teams, scaling integrated sales and marketing campaigns, and driving business growth through innovation and operational rigor. I bring deep expertise across myriad marketing disciplines, including but not limited to: brand, product marketing, content strategy, pipeline building (demand generation and ABM), and marketing operations—fueled by data, insights, and a relentless focus on delivering outcomes.

Over the course of my career, I’ve led transformations across complex organizations—from redefining global marketing frameworks and deploying agile operating models to embedding Generative AI into content and campaign production. I’ve delivered tangible results, shortened sales cycles, increased average contract value, and successful acquisition outcomes in both public and private equity-backed companies.

As a trusted partner to sales, customer success, product, and technology teams, I turn vision into action by aligning cross-functional stakeholders and executing scalable, regionally-tailored programs that drive pipeline and customer growth. I’m also deeply committed to developing talent and creating “resume-making” opportunities for my teams and those I work with.

Currently advising global enterprises on marketing operations and transformation strategies. Previously held C-level roles at BrandMuscle, PathFactory, and ItemMaster, and have contributed to four successful exits.

Outside of work, I’m a proud mom and wife, beach enthusiast, and aspiring golfer.

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