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Her team manages trademark activity across a wide range of markets and regulatory environments.“ We manage thousands of trademark applications and registrations across jurisdictions with different legal frameworks, timelines, and cultural considerations. You can’ t take a one-size-fits-all approach.”
The role includes enforcement tied to infringement and misuse, requiring coordination across internal and external partners.“ As a member of Intel’ s Anti-Counterfeiting Center of Excellence, I’ ve seen firsthand how counterfeit products don’ t just dilute our identity; they erode consumer trust. We must be proactive, not reactive,” she observes.
To support that scale, Kristin and her colleagues build systems that reach across the business. Templates, playbooks, and training empower teams to manage routine matters while staying aligned with company standards, which allows legal to focus on high-impact issues.
“ Protecting our identity means creating room for growth, not restricting it. When we clear new trademarks, negotiate licensing agreements, or support branding efforts, we help our business partners move quickly while still protecting Intel’ s interests,” she explains.
Shift in scope
As Intel’ s business has moved deeper into AI, software, and new services, the nature of trademark work has shifted. Brand use now extends across digital environments, platforms, and partnerships that did not exist a decade ago.“ My work always evolves with Intel’ s business priorities,” she adds. That shift changes how her team evaluates risk and clearance.“ When we clear brands like Intel ® Arc™ or software platforms like Intel ® Geti™, we have different considerations than we do for a processor trademark. We need to think about how these trademarks will be used, what the landscape looks like, and how they might be misused in ways that didn’ t exist five years ago,” she clarifies.
Kristin’ s work reflects the range of Intel’ s business. It spans product naming, campaign development, partnerships, and Intel’ s sound mark( the famous five-note chime). It has included projects tied to sports and racing initiatives, from broadcast technologies used by leagues like the NFL and NBA to motorsports partnerships. Each demands a different approach aligned to business goals.
To support the evolution of the legal scope, Kristin and her colleagues apply AI to legal workflows.“ We’ re actively looking at how AI agents can improve our workflows, whether that’ s accelerating trademark clearance research, streamlining document review, or identifying enforcement priorities,” she remarks. The work supports faster decision-making while maintaining control.
Partnering first
Kristin frames the legal role as a partnership with the business. Working with teams early in the process helps reduce risk and avoid delays.
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