Susan L. Heller

Greenberg Traurig LLP

Irvine; Los Angeles

Trademark portfolio, brand management

Heller, the chair of Greenberg Traurig's global trademark and brand management practice, wears many hats. She's co-managing shareholder of the firm's Orange County office as well as co-chair of its global women's initiative.

In her daily legal practice, Heller helps clients monetize and optimize their intellectual property assets through management and enforcement of their trademarks.

She got her first experience working as an IP lawyer at the U.S. Patent and Trademark Office.

"After working at the government for three years, I went into private practice, and I've been there ever since," she said. "And those three years, while a while ago, really helped me understand the registration side of the practice."

Today, some of the most well-known companies in the world lean on Heller's counsel for strategic brand management and trademark issues. Her list of clients include West Marine, a boating supply and fishing retail store with over 240 stores, which she advises regarding brand management and the company's portfolio of products.

She also works with investment real estate companies on the selection, clearance and branding of properties globally. In the past, she has worked with notable properties like Aspen Skiing Co. and Pebble Beach. She has also represented longtime client Daisy Fuentes in matters regarding the protection, enforcement and monetization of her clothing brand.

Heller serves as the outside director on the board of directors of intangible holding companies for Starbucks, The Gap, Banana Republic and Old Navy. She's also been on the dean's advisory board of the UC Irvine Paul Merage School of Business since 2016.

Much of her work is confidential, but Heller said she is also advising clients on issues related to artificial intelligence.

"Artificial intelligence is just this new frontier that we're all trying to navigate. As we know, disruption causes change, both good and bad. And while new great things are going to come out of artificial intelligence, I've also been very focused on the ethical and societal implications that are going to result from the disruption and from these new developments," Heller said.

"So it's just trying to appreciate as you go along that it's not just about moving forward, but moving forward strategically and cautiously to understand that everything is taken into consideration," she added.

Heller said she enjoys consulting with clients about how to address novel issues.

"I'm just so, so lucky to have had clients that have trusted me with some really, really highly visible and important brands," Heller said.

"I do love the opportunity to brainstorm with them [about] what's coming next and how we can be strategic to position them, in terms of protecting against anything that could hurt a brand, and ... for their brands to increase in value and scope and visibility and ... bottom-line value," she added.

-- Kamila Knaudt