About

My Story

My story starts in France but soon moves to the U.S. where I attended high school in Iowa and college at The University of Maryland, and it has gone global since.

I have had the privilege to take two companies from small startup-stage to acquisition, both times building their entire marketing departments from the ground up.

The first one is ILOG, a French-American software company; counting fewer than 100 employees when I joined in 1995. I led its financial communication team as it went public. Four years later it became a 500-employee strong company and has since then been acquired by IBM. I hired a marketing writer before content marketing was invented. As a global marketing executive, I directed campaigns in person, on the ground, in 7 countries and 3 continents.

KDS, a leading software company providing a cloud-based B2B travel & expense management solution, is the second one. With less than 40 staff members and no marketing department before me, the company, now part of American Express, has become a globally respected brand in the business travel sector. I hired and managed 17 sales and marketers and launched programs across 20 countries. My department generated 95% of the sales opportunities amounting to $30 million in revenue.
(See some videos of my work at KDS on my Youtube channel).

Long before that, my career actually started in Fleet Street, London, as a journalist working for Reuters. My understanding of the press has helped me throughout my career. Nailing the right angle and the right pitch landed me high-profile stories in the New York Times, the FT and the Wall Street Journal. Along the way, I also headed business development for a prominent IT PR agency. As ACTE EMEA director, I led European fundraising, successfully growing the US business travel association's memberships and signed several strategic partnerships.

In August 2016, I relocated from Paris, France to Princeton, NJ.

Here, I initially set up a marketing consultancy and had an amazing start working for high-profile clients such as marketing automation software provider Marketo, global insurance company Euler Hermes, and several large international travel management companies. In this capacity, I also trained teams on marketing automation strategies. Read a post I wrote on marketing automation.

Global Retail Project

I have been hired by VisaHQ.com an online passport & visa application solution to head its international development.
As VP of Global Growth, I have focussed on market segmentation, winning proposition; reorganizing the sales team, streamlined processes and launching an account management team.
I boosted the company brand and market perception through content, PR and review management; increasing 5-stars reviews by 452% in just 2 months. My new automated referral platform is expanding our user base.
I strive in this multi-cultural environment and remote teams based in 24 offices across 12 countries.

The Startup Experience

I have always been passionate about solutions that foster one-on-one communication between a brand and its clients. So when my longtime friends Vianney and François Lecroart, two remarkable entrepreneurs of the French Startup movement, launched Talkus, a Help-Desk solution for the SMB market, I volunteered to help them. In the 18 months since its inception, Talkus has become a serious player in its market space.
Read a post on this startup's content strategy.

Stan Berteloot The refiners

In December 2016, I joined them as CEO. I drafted the sales and marketing strategy, developed a pitch, and led Talkus to be selected as one of 13 companies out of 400 candidates by The Refiners, a Silicone Valley startup incubator. After three amazing months in San Francisco, I had pitched Talkus in front of 200 investors and sat with hundreds of mentors and VCs. With my co-founders, we incorporated the company in the U.S., flipped its legal structure and changed our business model a few times.

Talkus provides me with awesome opportunities: running a small yet global enterprise, serving international customers, running digital growth marketing programs, determining product and sales strategies... Read about this startup's global customer base.

As an experienced company spokesperson, I have been invited to pitch Talkus at the French Consulate and at the NASDAQ studio of the French Business TV BFM, in New York.

Talkus is doing great and I am continuing to support it, however, it is too early to finance three salaries and I am hungry for even more!

This is why I am looking for the next exciting opportunity.
Do reach out if you believe I can help you grow your business!

What our trainees love about Stan’s trainings is that he always provides more than just clear guidance on marketing automation and Marketo. Stan helps students to see the bigger picture and to think in terms of ROI and KPIs to align sales and marketing teams. Stan draws from his own extensive and operational experience to give marketers very concrete tips on using Marketo to generate and nurture leads.
Grégoire Michel
Grégoire Michel
Managing Partner inficiences partners
Stan is one of the few marketers I know who combines high-level strategy with practical, down to business approach. Stan has been responsible for pretty much all the corporate marketing at KDS. He developed tracking, attribution and reporting system for all of KDS online marketing efforts. Laser focused on sales, Stan grew our pipeline by four times and helped us think scientifically about growth through KPI and ROI measurement.
Dean Forbes
Dean Forbes
KDS CEO