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.