Flexera

VP of Global Growth Marketing

GTMfund

GTMramp Member

Marketing Sidekick

I’m your growth sidekick for B2B companies who need clarity + alignment + results.

Advise and provide B2B marketing strategy and execution support for companies who need demand gen, sales alignment, and scalable GTM.

Founder & Growth Advisor

Pavilion

Member

PathFactory

VP of Marketing & RevOps

HYCU, Inc.

VP, Global Demand Generation

Alyce

Then served as an advisor to Alyce prior to acquisition by Sendoso.

VP of Marketing (Head)

Avid

VP of Marketing & Business Development

Iron Mountain

OPPORTUNITY: Led marketing for target business segments & verticals. Manage a team of 15. 

RESULTS:
⇨ Contributed $60M in marketing generated new logo sales in 2019, overachieving goal by $10M 
⇨ Increased marketing-sourced pipeline to $142M, sourcing 25% of net new sales pipeline
⇨ Increased web traffic 100%+ and 20% sales increases in target markets through radio ads
⇨ Sourced BDR team that generated 2.5K new sales meetings and $18M in net new sales pipeline in 6 months.
⇨ Established growth plans for team, providing clear steps that enabled 5 direct reports to get promoted.

Director of Marketing

OPPORTUNITY: Established marketing function for SMB business unit. Operated entrepreneurially to research target market, lead segmentation, create brand messaging, and activate demand generation with $2.5M budget. Led 1 employee. 

RESULTS:
⇨ Grew net new sales from $3M to $40M
⇨ Provided a personalized SMB customer journey thru a separate SMB microsite with content including "How it Works" videos that later expanded to enterprise use. 
⇨ Launched eCommerce site and secured 250 deals within a 3-month pilot.
⇨ Drove engagement and advocacy through SMB customer community.

Marketing Manager, Small & Medium Business (SMB)

HP Autonomy

OPPORTUNITY: Led demand generation for NA cloud backup solutions. Led 2 consultants. Retained by Iron Mountain Corporate after sale to HP Autonomy.

RESULTS:
⇨ Generated $16M in marketing generated pipeline.
⇨ Achieved $5.2 in marketing generated revenue.

Demand and Content Marketing Manager, Cloud Backup

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

My first job was bussing tables at my dad’s restaurant, where I quickly learned: it’s not just the food that keeps people coming back—it’s the experience.

Now I work in marketing, but the philosophy hasn’t changed:
Create standout experiences that make people care and want to come back for more.

I combine customer feedback, data, and a willingness to try new things (and fail) to craft programs that drive pipeline and boost retention. And I've done this for large & mid-size enterprises and scrappy startups across SaaS, tech, and beyond.

Most recently, I led marketing at PathFactory, where I oversaw the merger of Uberflip—unifying messaging, content, and teams to position the business for its next phase of growth. Before that? I led marketing at HYCU, Alyce, Avid Technology, Iron Mountain, and EMC. I've rebranded companies, built revenue engines, and scaled teams.

I also advise B2B startups and mid-size companies on how to simplify their strategy, find their edge, and develop programs that generate pipeline.

Contact:  lorenco.pete@gmail.com

Pete Lorenco

📣 I'm Hiring: Director of Lifecycle Marketing 📣 

We’re evolving how we think about global campaigns at Flexera —> moving from acquisition-only to a full lifecycle approach that connects with customers well beyond the first touch.

This new role will partner closely with the amazing Courtney Struthers and Customer Experience (CX) Marketing team, along with the broader marketing org, to build creative, data-informed programs that connect key moments across the customer journey.

This could be a great match if you've:
- Led a team and built both acquisition and customer programs
- Driven campaign orchestration across global initiatives, launches, and strategic priorities
- Partnered with Field and Partner Marketing to localize and package programs for regions and partners
- Love pushing for bold, creative ideas that drive results
- Thrive collaborating across teams to turn ideas into impact

At Flexera, we help companies get smarter about their technology spend and risk and there’s never been a more important time for that.

If this sounds like a fun challenge and good fit, let’s connect 👇

https://lnkd.in/e9QZWbTW

VP Growth Marketing @ Flexera || Startup & Enterprise GTM Leader || Also: toy negotiating dad

Lytho

Chief Strategy and Market Officer

Advisor

PathFactory - the Content Intelligence Platform - allows B2B Marketers to truly understand and optimize their content and the impact it has on the buyer and customer journey, which ultimately leads to revenue growth and retention.

Responsible for Sales, Marketing, and Customer Experience, managing a global team and serving Fortune 100, mid-tier, and SMB customers.  PathFactory was using AI before AI became cool, which put us at the forefront of content recommendations and chatbots.

Chief Operating Officer

Sales Assembly

Featured Thought Leader

MetLife

I was helping evolve a historical brand into a modern marketing motion. With AI as the emphasis, I defined a comprehensive and scalable content strategy supported by a closed-loop marketing technology stack that leverages buying committee signals through campaign engagement. Through people, processes, and tech, opportunities for greater efficiencies and effectiveness have been identified to positively impact business outcomes.

Consultant

Athena

BrandMuscle

As the Chief Strategy & Market Officer at BrandMuscle, I designed, developed, and implemented highly successful, scalable, customer-centric go-to-market (GTM) plans that ensure organizational alignment and drive significant results and return on investment.  I was instrumental in defining the GMT and product roadmap (in collaboration with Product) when GenAI exploded onto the scene in Dec 2022,  This included building out a compliance engine that allowed customers to ensure their creative was aligned with brand and regulatory considerations.  In June 2024, BrandMuscle was acquired by Ansira, its primary competitor.

Athena Alliance

ItemMaster (Acquired by Syndigo, January 2019)

Bringing CPG brands to life through content-rich, omni-channel shopping experiences for retailers. Responsible for complete customer lifecycle including GTM strategy, sales, sales ops, marketing and customer success. Achieved 84% revenue growth YOY, 5% churn and 64pt improvement in NPS.

Chief Customer Officer

TriNat LLC

Founded consulting firm, providing strategic brand and loyalty program strategic consulting translating into actionable, results-oriented business plans and customer relationship management strategies and tactics.  Key accounts included Orbitz Worldwide and regional grocery chain Giant Eagle/Get Go.  Assignments include enterprise-wide customer intimacy & loyalty program design and optimization (both product design/management and consumer value proposition), partnership strategies/business development and integrated customer relationship marketing strategies (online – web, mobile web, apps  & email and offline – in-store POS, direct mail, & flyers) with an emphasis on customer segmentation, acquisition & retention, fraud & risk mitigation and corporate profitability.  Responsible for product roadmap management including identification and pre-envisioning features in an agile development environment.

Founder/Consultant

Fishbowl Inc. (Acquired by Symphony Technology Group - February 2017)

Senior executive responsible for marketing, sales support and partnerships. Supported M&A activity, filling the pipeline and securing/managing strategic alliances including the National Restaurant Association, Facebook and OpenTable. Originally hired to stand up CRM & Guest Analytics practice (including Saas and Services deliverables).

SVP Marketing & Partnerships

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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The Battle

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Helen Baptist

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Engagements

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Pete Lorenco's LinkedIn Performance

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