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

Teladoc Health

Senior Director of Solutions Marketing, Integrated Care & Mental Health

Director of Solutions Marketing, Mental Health

Qualtrics

• Aligned Qualtrics’ healthcare solutions with industry-specific challenges by creating customized messaging for provider, payor, and life sciences organizations

• Designed tailored go-to-market strategies, driving revenue growth and increasing market penetration in key segments

• Conceptualized and crafted thought leadership content, such as whitepapers and webinars, that enhanced brand authority and improved sales performance

• Fostered partnerships with industry associations and thought leaders to build credibility and establish Qualtrics as a trusted solution provider

• Analyzed quantitative and qualitative feedback to uncover emerging threats and prioritize market opportunities, enabling informed strategic decision-making that fueled business growth

• Drove effective positioning and amplification of healthcare solutions at major industry events, including X4 and the Beryl Institute Patient Experience Conference

Product Marketing Leader, Healthcare Industry & Solutions

Iron Mountain

Senior Solutions Marketing Manager, Healthcare

Product Manager, Healthcare, North America and Mature Markets 
•	Create and execute go-to-market strategies that enable the timely launch and successful market adoption of new solutions and services
•	Conduct market research to define use cases and assess product feasibility
•	Develop business cases and generate forecasts to support strategic product lifecycle management
•	Lead cross-functional business teams to develop and execute successful go-to-market plans
•	Foster relationships between Product, Marketing, the Healthcare Organization, Sales, Finance, Operations and the broader organization to advance concepts in the innovation pipeline
•	Leverage quantitative and qualitative data on user experience, customer interactions and competitive threats to identify product enhancement opportunities and/or optimize go-to-market plans 
•	Analyze sales reports, market trends and industry forecasts to identify growth opportunities and evolve product roadmaps

Product Marketing Manager, Healthcare, North America and Mature Markets

•	Assumed pre and post launch product development and marketing responsibilities for the Pathology Storage Management portfolio
•	Conducted in market research to identify product enhancement opportunities 
•	Improved the customer experience by leading a cross-functional business team in the tactical execution of product optimization initiatives
•	Redefined product workflows to increase operational efficiencies and further differentiate pathology service offerings from emerging market threats
•	Launched a Sales Enablement training campaign and deployed a standardized pricing support model to scale the solution across vertical and non-vertical sales teams 
•	Established and cultivated the innovation pipeline through the identification of additional specimen storage types, buyer user cases and adjacent vertical needs

Pathology Product and Marketing Manager, Healthcare, North America

•	Created and executed marketing plans to promote the product portfolio and achieve revenue goals
•	Developed thought leadership content and campaigns to elevate the company brand and increase product portfolio relevancy
•	Conducted market research to define personas, competitive landscape and buying cycles
•	Formalized the healthcare vertical’s win-loss research program through the development of win-loss workflows, dashboards and interview guide templates 
•	Managed the budget in alignment with the organization’s overall business priorities and revenue goals
•	Created and enforced marketing efficiency and improvement initiatives 
•	Acted as a liaison between Marketing, the Healthcare Organization, Sales, Account Services, Learning Services and other departments to develop detailed promotional and distribution plans for deployment
•	Analyzed sales reports, market trends and industry forecasts to identify growth opportunities and influence future product roadmap and marketing strategies

Product Marketing Manager, Healthcare

•	Executed marketing initiatives in accordance with overarching plans to achieve revenue goals
•	Developed and implemented product messaging and positioning through key internal and external marketing channels 
•	Wrote compelling promotional and thought leadership content to support demand generation programs
•	Managed external vendors and agencies to ensure the timely and cost-effective delivery of high quality marketing content and programs
•	Created tools and training programs to facilitate sales adoption of new healthcare services and solutions 
•	Partnered with the event and demand generation teams to coordinate and manage the company’s presence at key industry tradeshows and events
•	Partnered with Marketing Communications and Corporate Communications to drive the development and implementation of all marketing programs (Advertising, Packaging, Merchandising, Promotions, and PR) to support the Healthcare vertical

Product Marketing Specialist, Healthcare

Devon Health Services, Inc

As a Product Marketing Manager, I undertake a variety of responsibilities for six companies owned by Devon International Group.  Due to the entrepreneurial environment of Devon, I have launched several start-up companies ranging from medical supplies to office and home furniture to strictly e-commerce businesses.  I also contribute to the growth of its more established organizations such as Devon Health Services and Devon IT, which have increased revenue in the last two years.  I have been awarded the Stellar Performer Award in 2005 and 2006 for my contributions to the company on a whole.

Marketing Manager

As the Director of Solutions Marketing at Teladoc Health, I leverage my nearly 20 years of experience in the healthcare industry to create and execute innovative go-to-market strategies that address the unique needs and challenges of clients and prospects. Teladoc Health is the global leader in virtual care, offering a comprehensive portfolio of services that span the spectrum of healthcare needs.

My core competencies include vertical marketing, product launch, messaging and positioning, solution selling, sales enablement, campaign development, content strategy, cross-functional leadership, and analytical decision-making. I have successfully led and collaborated with diverse teams to deliver impactful results, such as generating over $3.4M in annual bookings for a new service offering, doubling the size of a business segment in one year, and migrating 300+ customers to a new partner platform with higher margins. My mission is to drive growth and adoption of Teladoc Health's mental health solutions in this rapidly evolving market, and to connect people to products and services that improve the human experience and enable healthier, happier lives. I value integrity, honesty, and empathy in everything I do.

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The Battle

Pete Lorenco

Michelle Urban

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