Louisa Xu is the senior legal counsel for EMEA and global strategic IP in Treasury Wine Estates. In her EMEA role, she partners with commercial teams across the region, advising on product labels, commercial contracts, regulatory matters, marketing compliance, competition law, and dispute resolution. She negotiates key commercial agreements, delivers legal and compliance training, and supports regional execution and risk management. Globally, Louisa leads TWE’s strategic IP, providing guidance on IP portfolio management, clearance, enforcement, litigation and global IP compliance. She drives the development of streamlined IP policies and contributes to brand protection strategy, including online and offline enforcement initiatives. Prior to her current role, Louisa spent approximately 15 years managing global IP portfolios and combating counterfeiting, copycat and bad faith operators. She has built strong partnerships with enforcement authorities, government agencies, online marketplaces and industry groups, and has previously served on the Board of Directors of INTA, as well as on its Anti Counterfeiting Committee.