Peter Betaneli – ETS

Education is often heralded as the cornerstone of human progress, embodying the collective aspirations for personal and societal advancement. In this regard, the role of assessment tools designed to gauge educational outcomes cannot be overstated. Education Testing Service (ETS) is an essential player in this domain, offering various measurement and credentialing solutions that serve as benchmarks for evaluating human progress and achievement.

Peter Betaneli | ETS | VP, Deputy General Counsel & Corporate Secretary

ETS is a global leader in education and talent solutions, dedicated to empowering lifelong learners and equipping them to thrive in an ever-evolving world. For over 75 years, ETS has pioneered the science of measurement, providing trusted assessments such as the TOEFL, TOEIC, GRE, and Praxis. As a research-based nonprofit organization, ETS is committed to advancing human progress by promoting skill proficiency and upward mobility, as well as unlocking opportunities for individuals around the globe. Through rigorous research, innovation, and a commitment to fairness and validity in skill assessment, ETS is vital in improving educational outcomes and informing policy decisions that affect learners everywhere.

Peter Betaneli is the vice president, deputy general counsel, and corporate secretary at the heart of this mission. Promoted in March 2023, Betaneli’s role has expanded significantly beyond his previous focus on intellectual property (IP) and transactional work. Now, he oversees corporate governance, works closely with the ETS Board of Trustees, manages the legal department, and provides strategic direction for the organization’s legal operations. With over 16 years of experience at ETS, Betaneli has become a key leader in ensuring the company’s legal and business strategies align with its mission to improve lives through education.

“I see my role as critical to upholding our high standards for fairness and integrity across our business,” Betaneli says. “Leading our global legal practices and governance through a transformational time in global legal practice is as rewarding as it is challenging.”

Innovating legal strategy for global growth

When Betaneli first spoke to Vanguard in July 2021, he worked hard to protect the company’s IP.

Since joining the organization in 2008, Betaneli has significantly strengthened ETS’ asset protection strategies. Recognizing the need to safeguard the organization’s intellectual property in a rapidly evolving digital landscape, he has expanded oversight of the IP group and made critical hires to reinforce the team. Under Betaneli’s leadership, the IP team has focused on protecting ETS’ assets in high-risk markets such as China and India, where brand infringement is more prevalent. This proactive approach has allowed ETS to stay ahead of potential threats and safeguard the integrity of its products and services.

Betaneli has also spearheaded efforts to modernize ETS’ legal department, incorporating AI-enabled systems to enhance brand protection. These technologies help the organization monitor the internet for brand misuse, prioritize enforcement actions, and efficiently respond to infringement cases. Implementing new contract management software and AI-powered e-billing tools has streamlined the legal team’s processes, identifying issues such as double billing while enabling better decision-making through data analysis. These innovations have optimized the department’s efficiency, allowing ETS to focus on its core mission while minimizing legal risks.

One of Betaneli’s most notable achievements has been his leadership in overseeing the largest acquisition in ETS’ history, the integration of PSI. This significant merger, finalized in January 2024, has been ongoing for several months, marking a critical milestone for the organization’s growth. Betaneli and his team have played a central role in navigating the complexities of this acquisition, from due diligence to legal compliance and seamless integration.

“Big acquisitions need top-notch teamwork, sharp attention to detail, and strong problem-solving skills,” Betaneli points out. “Having the right voices and the best legal and business partners at the table is key to connecting the dots and seeing the bigger picture for success.”

Additionally, recently, ETS launched an ambitious corporate rebranding initiative to refresh its global identity and enhance its major brands, particularly PRAXIS and TOEFL. This project involved a collaboration between the legal and marketing teams, including worldwide trademark registration and relaunching these iconic brands.

Betaneli’s role was crucial in ensuring the legal aspects of the rebranding were successfully executed, from managing the intricacies of global trademark law to ensuring all regulatory requirements were met. His leadership in coordinating with multiple stakeholders across departments and regions contributed to the smooth and successful rollout of the rebranding effort.

Mentorship at the core of leadership

Beyond his legal responsibilities, Betaneli is committed to fostering talent within ETS. As an executive sponsor for the iRISE business resource group, he champions the development of emerging leaders within the organization. His mentorship extends to over 30 individuals participating in a program for high-potential employees, where Betaneli helps cultivate their managerial skills and provides guidance on career growth. His hands-on approach to mentorship supports individual development and strengthens ETS’ leadership pipeline, ensuring the organization continues to grow and innovate.

Betaneli’s emphasis on recruiting, developing, and retaining top legal talent is central to his leadership philosophy. He has been instrumental in bringing new attorneys to his team, sharing his deep understanding of the organization’s culture and values. His long tenure at ETS, coupled with his passion for continuous learning and management, has enabled him to impart critical knowledge to newer team members, fostering an environment of growth and collaboration.

Betaneli’s approach to leadership goes beyond task delegation; he prioritizes work-life balance and the well-being of his team members, understanding that personal satisfaction outside of work contributes to professional productivity. He believes that a supportive and nurturing work environment leads to higher retention rates and a more engaged workforce, making him a respected leader within ETS.

“We see professional development as a team sport in the legal division,”  Betaneli says. “Continuous learning is the hallmark of the legal field as precedent constantly changes, so we try to enjoy development activities that build engagement among the team and with peers across the profession.”

Success in the boardroom and beyond

Betaneli’s career reflects his dedication, diverse expertise and commitment to work-life balance. Starting with a Film and TV production degree from NYU Tisch School of the Arts, Betaneli initially focused on the creative field before shifting to law. He earned a JD from the Cardozo School of Law and later completed an MBA from NYU Stern School of Business, which gave him a well-rounded skill set in legal and business matters. His career began with a brief role as a consultant attorney at Viacom, but his move to Educational Testing Service in 2008 defined his professional trajectory.

Betaneli joined ETS as assistant general counsel, quickly becoming a vital part of the team. His legal expertise and business acumen saw him rise through the ranks, culminating in his current role as vice president, deputy general counsel and corporate secretary in March 2023.

“ETS holds a special place in the world, dedicated to supporting people globally on their journey to future success,” Betaneli expresses passionately. “Being part of an organization that transforms lives is endlessly inspiring, and I take immense pride in the profound impact we make every day.”