We’re thrilled to welcome Vineetha Veerakumar (known to many as Vini) to Wrays as our new Head of Trade Marks.
Vini brings extensive experience from both in-house and private practice roles, including her time with one of the world’s most recognised global brands.
We sat down with Vini to hear what inspired her move to Wrays, how she’s approaching the evolving trade marks landscape, and the principles that guide her in building trusted client relationships.
Welcome to Wrays Vini! As you step into your new role as Head of Trade Marks, what excites you most about joining the Wrays team?
Thank you! Wrays has a fantastic reputation for technical excellence combined with a collaborative, client-focused culture. I’m excited for the opportunity to grow the Trade Marks practice alongside such a talented team!
With a career spanning both private practice and in-house roles, how did your time at one of the world’s most well-known brands shape your approach to advising clients today?
Working in-house at Amazon gave me a front-row seat to how legal advice actually lands in a business setting. I learned quickly that legal answers aren’t helpful unless they’re also practical, commercial, and timely. That experience taught me to think like a business partner, which means when I advise clients today, I’m always weighing the legal risk against the commercial opportunity. It also gave me an appreciation for how quickly decisions sometimes need to be made.
Trade mark law is evolving rapidly with the rise of AI, globalisation, and greater awareness around brand enforcement. What new trade mark issues are you helping your clients navigate?
It’s an incredibly dynamic space. AI is creating novel questions around authorship, brand creation, and even enforcement against AI-generated infringement. Globalisation means businesses need to think about brand strategy far beyond their home market, and act early to both protect and enforce their brands. Consumers today expect brands to walk the talk on authenticity and values, which also raises fresh challenges around brand protection and enforcement. My role is to help clients cut through the noise, anticipate risks, and future-proof their brands.
You’ve been described by clients as “a safe pair of hands”. How do you build that trust with clients?
Trust is really about consistency. I make sure that I’m across the detail, responsive to clients’ needs, looking around corners and proactive in flagging issues before they become problems. I also believe in being transparent and making the complex simple. At the end of the day, clients want to know that someone has their back.
Wrays has a strong national trade mark practice and is now part of the Rouse Group with an expanded international network. What opportunities do you see for Australian businesses to leverage this global network, particularly in South East Asia?
South East Asia is one of the fastest-growing consumer markets in the world, and it’s right on our doorstep. For Australian businesses, that means huge opportunity, but also the need for careful brand strategy, because each jurisdiction has its own rules and nuances. Through Rouse, we can offer clients local expertise in these markets while still coordinating everything seamlessly from Australia. It’s like having a passport for your brand, with a guide who knows the shortcuts.
As the new Head of Trade Marks at Wrays, what qualities do you think are most important in a strong leader?
For me, leadership is about creating an environment where people feel supported, trusted, and challenged to do their best work. It means leading with empathy, communicating clearly, and making decisions with integrity. I also think humour has its place – law can be intense, so it’s important to build a culture where people enjoy coming to work.
And finally, with work-life balance being a priority at Wrays, what do you enjoy doing outside of work?
Outside of work, I’m a big fan of exploring new restaurants and cuisines. I also enjoy travelling, spending time with family and friends, and occasionally convincing myself that I enjoy running (although by the third km, my feelings about it tend to change!)
To read Vineetha’s full press release visit: Wrays appoints Vineetha Veerakumar as Head of Trade Marks – Wrays IP
