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

Swapcard

Swapcard is an event management platform with 3 goals: 1) Helping sponsors generate more revenue; 2) Making organizers' lives easier; 3) Ensuring attendees have an unforgettable experience.

I led Swapcard's international marketing team, building sales and marketing alignment processes around integrated campaigns to drive consistent, relevant messaging. Created new brand guidelines, new content creation and repurposing programs, and cross-functional tiger team approach, resulting in a doubling of MQLs and pipeline generated from key targeted accounts in 2023.

Director of Marketing

Grew and engaged Swapcard's community, bringing tens of thousands of eventprofs worldwide into the EVOLVE community with the goal of making events more impactful, memorable, and inclusive. Promoted to director of Marketing in May 2022.

Director of Community & Social

MarketingProfs

MarketingProfs makes smarter marketers through online training courses, in-person events, and amazing content.

Created the Direct of Community role at MarketingProfs, as we realized there was a huge need to have someone responsible for engaging our community. 

Grew the existing new community members and new topline subscribers by over 40% YoY.

Hosted the Marketing Smarts podcast. Moderated and produced MarketingProfs training courses and webinars. 

Built referral program to accelerate new subscriber growth.

Director of Community

Aligned remote marketing team as well as dozens of freelancers and contractors around the mission of bringing marketing education to marketers worldwide. Drove over $2 million of annual marketing-sourced revenue. Built lead gen engine for corporate sales team, 

Successfully implemented a complete company-wide pivot from a media company to a training organization, including all new website presence, branding and style, sales/marketing approach, and demand generation methodologies.

Spearheaded the Open House project, which resulted in the single largest day of course enrollments in company history.

Product marketing manager for MarketingProfs University, an online training program for marketers. Managed all promotions, sales collateral, competitive research, programming/sourcing, and attendee engagement for both B2C (e-commerce) andB2B (enterprise) activities.

Product Marketing Manager/ Sr. Marketing Manager

Lexi-Comp, Inc.

*Strategic planning and tactical execution of B2C sales and marketing initiatives through electronic channels

*Oversee growth and expansion of Internet B2C channel, increasing revenue by 21% since 2007, including exceeding plan by 12% in 2010.

*Perform analysis of market trending and internal customer data to determine optimal advertising and e-Commerce activities 

*Spearheading social media activities including creation of content for Twitter, YouTube, Facebook, and LinkedIn 

*Manage all SEO/SEM implementation strategies including PPC advertising

*Design, develop, and maintain informational website and e-Commerce web store

e-Commerce/e-Marketing Manager

Directed operations of Customer Support, Technical Support, and Account Management teams 

Responsible for all budgeting considerations: payroll, hiring, and scheduling

Facilitated expansion of support department to match corporate sales growth and accommodate increased customer support needs

Conducted customer training at hospitals, academic institutions, and nationwide conventions 

Increased overall customer satisfaction rating to 96.5%

Support Manager

PerkinElmer

Oversaw day-to-day operations of Technical Service department

Coordinated internal and on-site customer training sessions, installations, and field service calls relating to FDA regulated medical devices

Integrated local and regional service and customer care teams into unified national service organization

Developed and implemented best practice operating procedures to optimize call center workflow patterns

Assisted in post-R&D activities relating to newly developed blood screening kits, including:  product placement, pricing, competitor landscape, and support-related activities

Technical Support Manager

Developed test protocols, reagents, and assays for neonatal screening kits.

Bench Scientist

Akron Zoo

Wildlife Keeper

I am a people-first marketing leader with experience in life sciences and technology, SaaS platforms, healthcare informatics, and virtual and in-person training. 

I love building and engaging communities, creating and delivering content, hosting and moderating events, and helping marketing teams learn and grow. My job as a leader is to make everyone a smarter marketer.

As the former Director of Marketing at Swapcard, I led the international marketing team in creating new branding and writing guidelines, developing consistent and relevant messaging for multiple audiences, and building a content distribution and repurposing program, all of which led to us doubling the pipeline generated from our key target accounts. 

Prior, I grew and managed Swapcard's EVOLVE community, bringing together thousands of event professionals worldwide.

I hosted the Marketing Smarts podcast for MarketingProfs, as well as emceed the greatest B2B marketing conference around, the MarketingProfs B2B Forum. 

My specialties include digital marketing, analytics, creating marketing song parodies, public speaking, and copywriting. I have a passion for telling stories, taking people on adventures, and making marketing fun and impactful.

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Pete Lorenco

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