We thank all of the participants for contributing and sharing their expertise with us. Member companies are randomly chosen each month to participate as a way to connect and educate our member community. To view our previous member spotlights, click here.
What new tactics are bad actors using to evade enforcement and what impact does it have on brand protection?
Bad actors evade enforcement using tactics like keyword manipulation, ad hijacking, online anonymity, social engineering and AI-generated content. These tactics hurt brands by making counterfeits and infringements harder to detect, damaging reputation with bad customer experiences, and causing financial losses from missed sales, wasted marketing, and complex enforcement strategies. Anonymity adds legal headaches, forcing brands to constantly adapt and divert resources. These evolving tactics, complicate efforts to safeguard brands, requiring innovative countermeasures.
What are your top 2 recommendations to a brand that is building up its IP enforcement program?
Balance Technology and Human Expertise: Use advanced tools to streamline monitoring and detection, but pair them with skilled professionals and experts for nuanced judgment. This ensures accurate, impactful enforcement.
Prioritize Targeted, Continuous Coverage: Focus on high-value strategies, like targeting repeat infringers, networks, and implement 24/7 monitoring to eliminate gaps in protection. Quality trumps quantity for effective results.
What hobbies or causes are you passionate about?
The IP House Connects program fosters a sense of community within IP House through charitable efforts. Through a committee dedicated to encouraging participation and feedback, Connects allows employees to contribute to causes they care about, both through financial donations and volunteer time. Projects include supporting local & international charities, especially Veterans and modern slavery victims. Connects drives our CSR agenda, leading on the environmentally responsible disposal of thousands of test purchase items, and appropriate donation of goods. This program delivers kindness with impact and enhances internal connections among our employees through fun events such as family, friends and team-building activities.
How has online shopping through social media platforms impacted efforts to protect IP, and what strategies are companies adopting to address these challenges?
Online shopping through social media has complicated IP protection including detection and enforcement, as counterfeit networks exploit new buying methods. To address this, rights holders must collaborate with marketplaces to monitor and remove counterfeit and unauthorized listings, share trending data with platforms for proactive enforcement, and educate consumers. A multi-faceted approach is essential as platforms constantly evolve with new ways to shop. Using in-house teams, outside counsel, and relevant vendors provides a comprehensive, specialized approach to IP protection by combining internal expertise, external legal insights, and proactive market surveillance. This ensures brands can protect their IP, and take necessary measures depending on the situation, all while guiding consumers toward trusted sources.
How do counterfeit goods impact consumer trust, and what can companies do to rebuild it?
Counterfeit goods erode consumer trust by undermining confidence in product authenticity and quality. Since consumers value their purchases and invest time and money in choosing trusted brands, the presence of counterfeit goods signals neglect of customer care. To rebuild trust, companies must actively monitor the market, stay well-versed in trends, swiftly identify counterfeit products, and take control of their brand’s integrity, ensuring transparency and protection for consumers. This reassures customers that brands prioritize both their products and their satisfaction.
What hobbies or causes are you passionate about?
I’m deeply committed to giving back through Dress for Success, supporting women as they achieve economic independence and gain confidence for their professional journeys. Volunteering allows me to contribute to empowering women and positively impacting their lives. Additionally, Pilates helps ground me amidst a busy schedule, offering both physical and mental balance. Finding time for hobbies and giving back to the Toronto community keeps me centered and energized, while providing a sense of balance and perspective. Both pursuits remind me of the importance of growth, empowerment, and maintaining a mindful approach to life and work!
What’s one piece of advice you can give a brand looking to enforce their IP?
The best piece of advice that I could give to a brand looking to begin IP enforcement is to not underestimate the prowess of counterfeiters. These people are smart, many of them have efficient structures and distribution networks, and they stay on top of current anti-counterfeiting best practices. It is really a game of cat and mouse, and many times counterfeiters have the upper hand because they can operate outside of the law completely, while legitimate businesses must follow the rules of the game. Stay vigilant and know that what wins the battle today may become an ineffective tactic next week.
What 2 things contribute to a successful brand protection program?
First, you must have effective internal alignment across partner teams. Brand protection teams often struggle with demonstrating ROI or value to the business, particularly in CPG firms. You must seek clear alignment with leadership and partner teams on the ways brand protection contributes to firm value and business success both independently and in support of other functions. Second, you must maintain productive, collaborative relationships with external partners. No company can do this on their own. Information sharing with industry peers empowers the entire private sector to be more effective, while collaborations with law enforcement and others in the public sector help to ensure that counterfeiters and other bad actors are subject to all applicable enforcement efforts.
What hobbies or causes are you passionate about?
I really enjoy running and general physical fitness. I believe in the importance of maintaining a healthy mind and body. The resilience we gain from fitness helps to deal with the stress we encounter in the workplace.
SVP of Brand Relationships and Strategic Partnerships
Salt Lake City, UT, USA
How has online shopping through social media platforms impacted efforts to protect IP, and what strategies are companies adopting to address these challenges?
The rise of shopping on social media has made it harder for consumers to distinguish genuine products from counterfeits, exposing unintentional buyers through posts (49%) and ads (39%), according to a OnePoll survey of 2,000 U.S. counterfeit shoppers for Red Points. To address this, brands are prioritizing AI-driven brand protection partners with direct social media integrations—enabling faster detection and takedown where consumers are most vulnerable.
What is one way a brand with a mature IP enforcement program can take their efforts to the next level?
The next step for mature IP enforcement programs is closing detection gaps while shifting from broad takedowns to impact-driven enforcement—scaling response even during spikes. Advanced detection systems supported by machine learning models, and effective prioritization that require predictive AI models trained on large datasets tailored to each protected asset—guiding action where revenue, reputation, and customer trust are most exposed.
What’s your favorite famous or inspirational quote?
A quote that’s stayed with me since I was a child was the following: “Chance favors the prepared mind” by Louis Pasteur. It’s something my father used to say to me all the time, and I never fully understood it. As I entered the workforce, it finally began to click. It was about the need to work hard and prepare yourself to be successful. It's not about luck or being in the right place, it’s about being intentional in what you do.
What’s the most common misconception about IP enforcement, and how does it impact companies/consumers?
Many brands mistakenly assume they can’t take meaningful action against unauthorized gray market sellers. While counterfeiting demands attention, gray market sellers often create bigger headaches by cluttering marketplaces, making it easier for counterfeiters to blend in unnoticed. At Vorys eControl, we’ve found that tackling gray market issues head-on not only reduces marketplace confusion—it also enhances counterfeit detection. Addressing gray market sales ultimately helps companies provide a cleaner, safer shopping experience, benefiting both brands and consumers.
How has online shopping through social media platforms impacted efforts to protect IP, and what strategies are companies adopting to address these challenges?
Social media has accelerated IP infringement, allowing counterfeiters and fraudsters to easily and precisely target consumers with ads leading to fake or fraudulent sites. To combat this, companies must closely monitor how their IP is used on social platforms, particularly with sponsored content. Rapid detection and removal of infringing posts – combined with aggressive off-platform enforcement against fake websites - are critical for protecting brands. Staying vigilant in both monitoring and enforcement helps deter bad actors, ensuring a safer shopping experience for consumers.
What’s the best piece of advice you have ever been given?
When I was an undergrad at the University of Michigan, I wrote for the student humor magazine. One of the other writers gave me some advice that will always stick with me because it applies universally and represents absolute, infallible truth. This is a rare thing.
“If you ever find yourself wondering whether or not you should go to the bathroom, you should go to the bathroom.”
Registration is open! We look forward to welcoming back brands, government and top IP professionals to engage, collaborate and network with each other.
