George Apaya

Lead global intellectual property strategy for a high-growth international consumer brand, with executive responsibility for trade marks, registered designs, copyright and brand protection across key jurisdictions. Operate at the intersection of legal risk, commercial strategy and global expansion — ensuring IP assets are structured, protected and leveraged to support long-term brand value. Core Responsibilities * Own and evolve global IP strategy across UK, EU, US and Asia, including Hague and national design routes * Oversee a portfolio of ~950 trade marks and ~2,000 registered designs, with portfolio rationalisation and cost governance oversight * Lead international brand enforcement strategy (online marketplaces, payment providers, hosting escalation, customs coordination) * Advise senior leadership on risk exposure linked to product launches, activations and global campaigns * Direct multi-jurisdictional external counsel and manage IP budget and litigation spend * Drive global copyright and chain-of-title alignment across manufacturing hubs (including complex cross-border assignment frameworks) * Support broader corporate structuring initiatives, including intra-group IP licensing and governance frameworks Strategic Leadership Focus * Embedding IP risk management into commercial decision-making * Designing scalable enforcement models in an AI-driven infringement landscape * Strengthening governance, auditability and evidentiary control across global operations * Aligning IP protection with brand architecture and long-term enterprise value

Providing commercially focused advice on the clearance and protection of trademarks to all parts of the Sony Interactive Entertainment business. Advised, searched and cleared visual assets and names for the re-creation of worlds within games. Advised on moral rights, US/EMEA personality rights, fair dealing/use & right of publicity issues balancing artistic integrity with commercial game interests Assisted with the border enforcement of SIEE’s trademark and design rights & managed litigation against third party infringers Drafted and negotiated trademark, copyright and designs licences and Brand Partnership Agreements Achievements Led cross-functional team in creating IP strategy for new VR gaming platform, resulting in 20 new patent applications and robust trademark protection across EMEA Developed and delivered company-wide training on fair dealing exceptions in UK copyright law, improving compliance and reducing legal risks Conducted IP due diligence for three M&A transactions with particular attention to integrating and reducing the trademark portfolios saving £35k Drafted and negotiated licensing agreements resulting in 25% increase in royalty income over two years Advised the business on the use of Open Source, Artificial intelligence (AI) & Copyright law. Drafted and implemented a new AI and Open Source use protocol resulting in 20% reduction in enquires.

PMI’s Trademarks, Copyright and Designs Group is spread across four offices – Lausanne, London, Hong Kong and New York. I am part of the Trademark Group based in London. I primarily support the Easter Europe region and report to the Senior Counsel in Switzerland. I also support Senior Counsel in other regions with the management and enforcement of PMI’s IP rights on a needs basis. Responsibilities: multi-jurisdictional trademark portfolio management and prosecution, including search opinions, trademark prosecution and complex contentious matters’; Provided complex legal opinions and risk analysis, including design, fair dealing/use, moral rights & copyright infringement assessments Managed and drove multi-jurisdictional IP litigation; Drafted and negotiated licence agreements; Managed a Legal Assistant. Achievements Wrote and produced the IP Introduction module for new employees at PMI. The module was translated into different languages for use outside the UK in conjugation with affiliate PMI companies. This led to a 20% reduction in general IP questions. Reduced external legal spend on IP matters by 20% through strategic insourcing and improved matter management. Successfully defended company in high-priority trademark litigation, saving an estimated $50K in potential damages. Implemented a trade secret protection program, resulting in zero incidents of trade secret misappropriation over a 3-year period. Negotiated and drafted complex IP licensing agreements, generating $10k in additional revenue from non-core patents.

Responsibilities: - I provided comprehensive intellectual property (IP) and technology legal support for the strategic development and expansion of BBC iPlayer, ensuring its robust market presence. - I expertly advised on copyright, licensing, and digital rights management (DRM) strategies for both on-demand and live-streaming content, safeguarding the integrity of our offerings. - I successfully addressed complex trademark and copyright infringement issues, fortifying our brand against potential violations. - I collaborated closely with the Police Intellectual Property Crime Unit (PIPCU) to spearhead a significant investigation aimed at identifying and dismantling illegal international TV streaming operations, protecting our intellectual property. - I led high-stakes brand licensing negotiations for multi-million-dollar acquisitions, divestitures, and joint ventures, directly enhancing BBC Worldwide's global expansion and competitive market positioning. - I drove critical global IP litigation and dispute resolution initiatives, promoting a strong legal framework for our operations. - I developed and implemented a forward-thinking strategy and protocols for BBC Worldwide that tackle piracy and online copyright infringement head-on.

In my role as a Secondee at Field Fisher Waterhouse in London, I had the opportunity to lead negotiations for the share sale of a Dutch and English company holding a hotel in Victoria, London. Additionally, I provided valuable advice on refinancing, management buy-out, and share issue for a listed mining company. I also played a key role in ensuring compliance with requirements for a US hedge fund's auction process.

In my role as a Secondee at Taylor Wessing, I had the opportunity to assist in a wide range of intellectual property cases, from trade mark infringement to copyright disputes and also Defamation. I played a key role in negotiating settlements, conducting surveys, and preparing for defamation cases, all while developing my skills in legal research and analysis.

In my role as an Intellectual Property Specialist at Nestle in London, I was responsible for advising on copyright and design issues, managing trademark applications worldwide, and overseeing opposition actions. I also drafted license agreements and approved artwork for sales promotions. By integrating the electronic IP management system, I reduced paper and email correspondence by 20-25%.