Bertrand has been the GEN CEO since March 2011. Prior to this, from 2003, he was the Director of the World Editors Forum (WEF), the organisation for editors within the World Association of Newspapers (now merged with IFRA). From 1996 to 2002 he headed World Media Live, a subsidiary of Vivendi Universal in charge of international websites (including Cannes Film Festival and Tour de France), in seven different languages. From 1989 to 2001, he served as CEO of the World Media Network, a press syndicate gathering major newspapers around the globe (including El Pais, La Stampa, Libération, Süddeutsche Zeitung, Der Standard, Al Ahram, An Nahar, Yomiuri Shimbun, Folha de S. Paulo, and La Nacion). Formerly, Bertrand was a lecturer at the «Institut d’Etudes Politiques » in Paris.