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

I've often been the first marketer on companies going from 0-1, responsible for creating & executing a strategy to help reach business goals. A few past projects include:

- Taking multiple companies from 1k to 9k+ organic visitors and increasing organic leads
- Leading website messaging & design updates
- Leading a company rebrand
- Creating new service lines of business to serve B2B marketing leaders
- Hosting brand podcasts
- Testing paid ad efficacy

I also built my own SaaS tool for that let small local retailers create a custom rewards program to get more customers and keep them coming back. Currently, I'm leading demand strategy at Databox. I'm most passionate about helping companies attract more of their best customer.

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Pete Lorenco

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