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

Lori Ann (Ross) Kane, CMP

Creating compelling experiences that drive awareness, convert demand, boost engagement and ultimately build brand trust.

Relationship-driven Marketing and Engagement Leader with a track record of strategizing and executing global programs, including sponsorships, awareness events, sales kickoffs, and demand generation activities that drive revenue. Skilled in leveraging AI tools to enhance personalization, engagement, and event efficiency. A persuasive communicator with proven success in cross-functional collaboration, stakeholder engagement, and full-cycle field and partner program management. Highly organized with strong skills in budget tracking, negotiation, and strategic planning – consistently delivering measurable results while adopting emerging technologies for smarter decision-making and operational efficiency. 

Enneagram Type 2

Leadership | Corporate & Field Marketing | Partner Marketing | Experiential Events | Program & Team Management | Loyalty and Customer Programs | Strategic Events | Partner Events & Strategy | Vendor Management | Multi-million Budget Development and Tracking | Sales and Executive Strategy & Alignment | Teambuilding | ABM | Sales Programs and Kickoffs

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The Battle

Pete Lorenco

Lori A. (Ross) Kane, CMP

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