Susan is Co-Managing Shareholder of the Orange County office, Chair of the firm's Global Trademark & Brand Management Group, and Co-Chair of the firm's Global Women’s Initiative. Susan is consistently recognized by numerous publications and organizations as having one of the preeminent and most innovative international trademark practices in the country, and for being a game-changer. When the stakes are high and critical brands are at risk, Fortune 500 companies, world champion athletes, high-net-worth individuals, A-list celebrities and highly visible pre-IPO companies turn to Susan for her strategic thought leadership and counsel, honed by her three decades of experience. At the forefront of global strategic management and monetization of big name brands on a worldwide level, she is known for developing cutting-edge branding strategies, most notably in "bet-the-brand," high stakes trademark cases. Susan works directly with CEOs and senior executives, in and out of corporate boardrooms. Her practice has spanned over 30 years across virtually every industry and in most jurisdictions throughout the world.
Among Susan’s recent notable awards, Susan was named as a “Top IP Attorney in California (2003-2018)” and “2018 Top 100 Women Lawyers in California” by Los Angeles and San Francisco Daily Journal; “2019 Lawyer of the Year” in Trademark Law by Best Lawyers in America; “2018 Trade Marks Lawyer of the Year” by Finance Monthly Global Awards; “2018 IP Lawyer of the Year” by Corporate Livewire; “2018 Most Influential Woman in Trademark Law – California” by Acquisition International; “2018 Lawyer of the Year for Intellectual Property” by Lawyer Monthly; “2018 Gamechanger of the Year: Trademarks /Brand Management” by ACQ5 Global Awards; “2018 World’s Leading Trade Mark Law Practitioners” and “2018 World’s Leading Women in Business Law” by Euromoney; Top (Gold) rankings both Nationally and in California for Trademark Prosecution and Strategy” 2019 World Trademark Review; a “2018 Leader in Trademarks” by The Legal 500 United States; “2018 WIPR Leader” by World Intellectual Property Review; and “2018 IP Star” in the Managing IP Magazine’s World IP Handbook and Survey. National Diversity Council named Susan one of the Top 50 Women Lawyers in the U.S. Law360 named Susan to its Intellectual Property Editorial Advisory Board five times and profiled her as one of the "10 Most Admired Intellectual Property Attorneys.” Susan serves on the University of California Irvine’s Business School’s Dean’s Advisory Board and on the Board of Human Options, an organization whose mission is dedicated to ending the cycle of domestic violence.
Susan helps her clients monetize and optimize their critical IP assets through strategic and creative positioning, management, and enforcement of their worldwide trademark, copyright and domain name portfolios and extensive collateral product licensing. Susan is known for partnering with her clients, working with their legal, marketing and business teams to ensure that marketing strategies and business sensitivities are integrated into her legal analysis and advice. Susan conducts trademark due diligence in M&A transactions and works with corporate and tax attorneys on asset-based financing and the restructuring of IP assets for tax planning.
Susan works directly with senior management teams, in and out of corporate boardrooms, and manages major international roll-outs of critical brands. She routinely confronts and tackles serious registration challenges as well as issues concerning collateral advertising, ecommerce and social media platforms. She pushes the boundaries of traditional protection by navigating her clients through the new frontiers of online brand protection, including the dark web. Susan has been involved in a number of highly sensitive and visible international disputes over U.S. rights to famous marks, including complicated distribution rights cases.