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

Mend.io

Director of Digital Marketing

SmartBear

VP, Demand Generation, Digital Marketing, ABM & Analytics

Senior Director of Digital Marketing

Iron Mountain

Led a global marketing team responsible for optimization and operation of 56 corporate global websites. Responsibilities included:
- Website Operations & Management
- Search Engine Optimization (SEO)
- CMS Operations
- Domain Management
- Liaison with IT

Senior Digital Marketing Manager, Corporate Global Marketing

Global leader responsible for digital advertising and search engine marketing (SEM) for North America and European Markets.
- Search Engine Optimization (SEO)
- Paid Search Advertising
- Social Media Advertising
- Marketing/Sales Reporting & Analytics

Senior Manager, Global Search Engine Marketing, Social Media & Digital Advertising

Gemvara

Manager, Search Marketing & Digital Advertising

Appleseed's Brands

Responsible for the entire eCommerce department and all aspects of eCommerce and online marketing for Appleseed's, The Tog Shop, and LinenSource; including website design, testing and usability, email marketing, SEM, SEO, affiliate, site remarketing, budgeting and forecasting.

Director of Ecommerce

Manage and execute all online marketing strategies and initiatives for our family of brands; Appleseed's, The Tog Shop, and LinenSource including, but not limited to, Search Engine Optimization (SEO), Search Engine Marketing (PPC), behavioral display advertising, affiliate programs, and shopping feeds with the goal of increasing new customers, and generating sales.

Online Acquistion Manager

iProspect

Managed a team of Search Marketing Specialists, and was responsible for overall client search goals, including traffic and revenue increases. Helped provide strategic direction of organic and paid search campaigns, as well as helped with training and kept my team updated on the latest search engine industry changes .

Client Services Manager- Search Engine Marketing

Managed a number of organic search campaigns (SEO) for Fortune 1000 clients in a number of B2B and B2C verticals, including travel, employment, retail, and medical. Assisted in the search optimization training of other specialists.

Search Marketing Specialist

Williams Communications/Nextira One

Project Manager

I have cultivated a rich expertise in scaling multi-faceted digital demand generation campaigns, enhancing SEO and conversion strategies, and leading high-performance teams in paid media management and web analytics. My strategic focus has been on maturing our marketing attribution strategy, while also driving a robust product-led growth (PLG) motion, optimizing user acquisition, and fostering seamless marketing operations that align closely with business objectives. 

Specialties: Growth Strategy, Digital Strategy, Account-based Marketing (ABM & ABX), Search Engine Optimization (SEO), Search Engine Marketing (PPC), Social Media Marketing, Retargeting, Email Marketing & Segmentation, Programmatic, Web Analytics, Site Design and Testing.

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Pete Lorenco

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