Chair of the firm's Global Trademarks and Brand Management Group, and Co-Chair of the firm's Global Women's Initiative, Susan L. Heller is consistently recognized as having one of the preeminent and internationally recognized trademark practices in the country. When the stakes are high and critical brands are at risk, Fortune
500 companies, world champion athletes, high-net-worth individuals and A-list celebrities rely on Susan for her strategic thought leadership and counsel, honed by her decades of experience. At the forefront of the strategic management and monetization of big name brands on a worldwide level, she is known for developing cutting-edge branding strategies and solutions, most notably in bet-the brand, high stakes trademark cases.
Susan has received prestigious honors and awards from highly respected organizations and publications naming her a leading California, US and international attorney. She is consistently recognized by both her peers and clients. Among her most recent honors, World Trademark Review (WTR 1000) named Susan in the top category of Gold for both California and the U.S in trademark portfolio management, (2012-2015), making her one of only two people to receive this highest honor in both categories. Susan has been selected by the Daily Journal as one of the Top IP Lawyers in California for the past 13 years, from 2003-2015. She was named to Managing IP's Top 250 Women in IP (2013-2014) and was honored by Euromoney for a number of awards, including: Best in Trademark, American Women in Business Law Awards, IFLR/Euromoney, 2014; Euromoney's Expert Guides: Women in Business Law, Guide to the World's Leading Women in Business Law, 2014; Guide to the World's Leading Trade Mark Law Practitioners as a pre-eminent figure in global trademark law 2011; and Guides to the World's Leading Women, 2010 and 2012. Law360 has repeatedly chosen Susan to be a member of the IP Law360 Editorial Advisory Board (2010, 2013, 2014 and 2015) and profiled her as one of the 10 Most Admired Intellectual Property Attorneys in the United States in 2010.
Susan helps her clients monetize and optimize their critical IP assets through strategic 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. She advises clients in the business and legal aspects of the naming and branding process and provides strategic guidance to her entertainment clients in connection with product integration. 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. She also regularly represents clients in connection with ICANN domain name arbitration proceedings.
In addition to her work for Fortune 500 companies, Susan is lead trademark counsel for a number of highly visible pre-IPO companies, building, positioning and monetizing their IP assets, to put them into position to go public. She 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.
Susan has served as the outside Director on the Board of Directors of Intangible Holding Companies for Starbucks, The GAP, Banana Republic and Old Navy, highlighting corporate counsels' trust in her ability to assess and apply both legal and business principles and strategies to branding challenges. Her practice has spanned over 30 years across virtually every industry and in most jurisdictions throughout the world. She began her career as an Examining Attorney at the U.S. Patent & Trademark Office.
Areas of Concentration
•U.S. and international trademark litigation and TTAB practice (oppositions and cancellations)
•U.S. and international trademark and copyright clearance, procurement, enforcement and portfolio management
•Brand protection and expansion
•U.S. and international intellectual property transactions
•Intellectual property strategy
•Domain name acquisition, protection and disputes
Articles, Publications, & Lectures
•Featured, Best Practice Series: Women's Initiatives, MIP Women in IP Global Network Quarterly Round-Up, Winter 2015
•Moderator, The Importance of Leadership in Developing Your Career, MIP International Women's Leadership Forum, Silicon Valley, CA, December 11, 2015
•Co-Author, Building Brand Equity for Today's Global Market, IAM magazine, May 10, 2010
Associated News & Events
08.17.16 Greenberg Traurig's Ian C. Ballon and Susan L. Heller Recognized as “Top Intellectual Property Lawyers” in California by the Daily Journal
08.16.16 29 Greenberg Traurig California Attorneys Listed in 2017 Edition of Best Lawyers in America
08.15.16 Greenberg Traurig Ranks First with Highest Number of Attorneys in Best Lawyers in America for 10th Consecutive Year
08.15.16 23 Greenberg Traurig Attorneys Listed as 2017 'Lawyers of the Year' by Best Lawyers in America
07.12.16 Greenberg Traurig's Susan L. Heller Named a “Top 50 Women Lawyer” by the National Diversity Council
06.16.16 100-Plus Greenberg Traurig Attorneys Recommended in The Legal 500 United States Guide to Outstanding Lawyers
06.15.16 Greenberg Traurig's Susan Heller Recognized for 'Best in Trademark' at Euromoney's 'Americas Women in Business Law' Awards
06.14.16 Greenberg Traurig has 4 Winners at the Euromoney 'Americas Women in Business Law' Awards
05.03.16 Greenberg Traurig Shortlisted for 25 Euromoney 'Americas Women in Business Law' Awards 2016
04.20.16 Greenberg Traurig's Susan L. Heller Named a 2016 Top Woman Lawyer in California by the Daily Journal
12.20.13 Ninth Circuit (Finally) Rejects Presumption of Irreparable Harm in Trademark Preliminary Injunction Context
11.01.05 LAST CHANCE: EU Domain Name Registration! Make sure you are first in line.
•Co-Chair, Greenberg Traurig Women's Initiative, 2014-Present
•Chair of the 2013 Greenberg Traurig Women's Business Forum
•The Women's Form is an annual invitation-only event where highly accomplished, prominent women in leadership, from all sectors of the business community, gathered to share their experiences and gain insights on how to move from being successful to being significant.
•Served as the Outside Director on the Board of Directors of Intangible Holding Companies for the following companies: