Jeni Zuercher

Director, Global Brand Protection YETI

Jeni Zuercher is the Director of Global Brand Protection and a brand integrity expert on YETI's leadership team. Ms. Zuercher leads the charge on all aspects of YETI's anti-counterfeiting, cargo theft, online protection, and MAP integrity enforcement. Jeni's expertise spans over two decades, between Adidas and YETI, aligning brand protection with corporate strategy to achieve global milestones and advocate for IPR holders against illicit activity and offenders. Her holistic civil and criminal approach has included International Trade Commission filings, local and federal law enforcement actions, customs and border regulation protections, and persuading platform operators to ensure legitimate-only product offerings to the joint consumer. For the fifth year, the World Trademark Review recognized Ms. Zuercher as a WTR Global Leaders 2024 expert in addition to its WTR 300: The World's Leading Corporate Trademark Professionals. Jeni has led IPR anti-counterfeiting awareness campaigns, hosted and co-chaired conferences, spoken at various events, including SXSW, INTA, USA-IT, USPTO, IQPC, and IP Watchdog, and served on the Board of Directors for the IACC. Ms. Zuercher graduated from Georgetown University in 2021 with a Master's in Applied Intelligence and a Graduate Certificate in Global Competitive Business Intelligence. In addition, she earned a B.S. in Political Science at the University of Oregon.

Agenda Day 1

10:30 AM THINK TANK: BRAND PROTECTION AT THE BORDER – WORKING WITH CUSTOMS TO PREVENT THE INFLUX OF COUNTERFEIT GOODS

It is rare that a counterfeit is manufactured in the same geographical region in which it is sold. Components will often be sourced and assembled across the globe, reason for which brands are increasingly turning to supply chains and Customs to have an overview of the process and track down fake goods before they make it online. Customs and

border control going forward will continue to play a vital role in tracking down and stopping the inflow of counterfeits, but the key for in-house counsel remains to be able to work efficiently both with them and supply chain teams in order to cut off the issue at its root.


  • Explore the concept of ‘cradle to grave’ and of potential techniques to track products from its early stages through to delivery in order to reduce the entrance of fake goods in the market
  • Assess rules and laws across different geographical locations to better tailor your working strategy with Customs and supply chains
  • Discover strategies to efficiently communicate with Customs and supply chains, and initiatives to improve collaboration and slow the generation and dissemination of fake goods early before they hit online marketplaces


Check out the incredible speaker line-up to see who will be joining Jeni.

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