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

Global Arts Live

Campaign Manager

Vimeo

Director Demand Generation 

Create and plan lead generation campaigns;  execute integrated marketing strategies to increase awareness, produce marketing and sales qualified leads, and generate sales pipeline

Demand Generation Lead

Avid

Led and executed global demand generation strategies for the video line of business : Planned Land & Expand strategies in Americas, Europe Middle East & Africa, Asia Pacific for video editing and storage software like Media Composer, Avid Nexis

Demand Generation Manager

Developed global marketing strategies to generate demand, increase customer acquisition and revenue through SEM, SEO, retargeting, email marketing, webinars and more while amplifying the voice of video content creators.

Digital Marketing - Video

Allego

Led key performance marketing initiatives on digital channels and build marketing strategies from the ground up with a focus on lead generation

Digital Marketing Manager

PeopleFluent

Owned planning and executed digital marketing campaigns that deliver messaging and clear value proposition to HR professionals

Digital Marketing Specialist

TripAdvisor

Campaign set up and execution of TripAdvisor’s key account CPC advertising campaigns
Worked closely with engineers to resolve technical issues related to campaign tracking and API integration
Provided technical support to clients and Account Managers

Account Operations Associate

Lycos, Inc.

Analyzed traffic and delivery data to improve campaigns' ROI
Monitored online advertising campaigns on various platforms 
Traffic acquisition and optimization for display and video campaigns
Experience with ad networks, exchanges, and marketplaces

Media Analyst

WordStream

Link building strategist focused on long-tail keywords
Planned, executed keyword research, and tested new opportunities to increase rankings
Optimized landing pages and website's content to improve ranking and Google Analytics metrics
Updated social media accounts and monitored online conversations

SEO Marketing Intern

C2B - Netaffiliation (now Kwanko)

Developed 15 top affiliate programs for advertisers in the sports and gaming industry
Recruited 250+ affiliates and manage a network of 6000+ publishers
Increased return on investment (ROI) for online advertising campaigns 
Operated day-to-day campaign management tasks
Identified areas for traffic optimization

Affiliate Account Manager

Gifts In Kind International (now Good360)

Launched national corporate philanthropy programs for the Fortune 100 companies 
Developed media strategies (radio, press and social media) to promote social responsibility programs
Recruited non-profit organizations to join corporate social responsibility programs
Managed member services

Member Services Associate

B2B marketer with over 12 years of global experience in demand generation marketing 

✅ Lead demand generation motions for global B2B SaaS organizations in Americas, EMEA, and APAC
✅ Champion sales and marketing alignment and cross-functional collaboration to drive sales pipeline
✅ Develop marketing strategies in line with business priorities meeting MQL, SQL goals, and other key performance indicators of a strong marketing and sales funnel 

✅5 years of experience in the video industry with Emmy-winning teams, leading organizations, and start-ups
✅ Selected to participate in the 2024 RISE Mentorship (US), a professional development program tailored for women in broadcast, media, and technology
✅ Marketing team leader and public speaker with thoughtleadership participation at  industry events
✅ Fluent in English, French, Ewe, intermediate in German

As a Director of Demand Generation at Vimeo, I lead and execute marketing strategies to increase awareness, generate marketing and sales qualified leads, and ultimately produce sales pipeline. With over 12 years of experience in B2B SaaS and international organizations, I have a proven track record of driving growth and revenue through account-based marketing (ABM), digital marketing, and cost per acquisition (CPA) models.

My core competencies include search engine marketing and optimization (SEM & SEO), video marketing, programmatic display, real-time bidding, and affiliate marketing. I am well-versed in planning and optimizing sales and marketing funnels, and building relationships with publishers, advertisers, ad networks, and agencies. 

🇺🇸 🇬🇧 🇦🇺 🇫🇷 🇹🇬 🇩🇪  I am trilingual French, English, Ewe, and intermediate in German. 
 🖋️🎨 I have a passion for poetry, writing, and love to talk about art. I am on award-winning storyteller and founder of an art organization advocating for kids art education.

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The Battle

Pete Lorenco

Yawa Degboe

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