Say Haloo To…Tamara Rabenold, CEO of Vaudra International

Haloo’s Rob Davey recently had the pleasure of interviewing Tamara Rabenold. She’s the CEO of Vaudra International, a successful investigator, and a trailblazer in the male-dominated IP industry. (She is also, we were intrigued to learn, a novice motorcycle rider!) Read on to find out what sparked Tamara’s passion for IP, her perspective on the shifting IP landscape, her predictions about future trends and innovations, and much more.

What's your trademark origin story? What sparked your passion for IP?

I’ve always been passionate about branding and the power of brands, earning a degree in integrated marketing. After graduation, my first job was at a small marketing agency, and I brought Vaudra on as a client to help build their corporate identity package. While developing their website and brochure, I gained a deeper understanding of brands as intellectual property, something I hadn’t fully grasped in college. Learning how Vaudra investigated and protected major global brands that I admired and respected was fascinating to me. When an opportunity arose to interview as an investigator, I seized it. That was over 21 years ago.

Do you have a favourite trademark? What does that brand mean to you?

I think back to the nostalgia of childhood—hours of playing pretend with my little sister, surrounded by My Little Pony, Barbie, and Care Bears. Those brands meant something to me. At Vaudra, over the past couple of years, we redefined our mission to “safeguarding brands and innovations to survive generations.” That resonates because I want my niece and nephew to experience the same joy and connection to the trademarked toys they’ll one day pass along—proof of a brand’s lasting impact.

Looking back, what's been the most seismic shift in the IP landscape since you first started navigating it?

The biggest shift has been the speed at which everything moves and the interconnectivity of it all, along with the rise of one-off, on-demand, custom counterfeiting. 20 years ago, counterfeiters held inventory. Now, platforms like Etsy and Redbubble enable one-off, made-to-order fakes, making it easier to adapt and evade enforcement. Advancements in technology have accelerated every stage, from concept to production to delivery. And then there’s Amazon, barely a major player 20 years ago, yet now a dominant force reshaping the IP landscape.

It is soon International Women's Day.  Was there a woman who was a role model for you when you started in business? How did she inspire you?

There wasn’t just one woman—there were many, especially our female clients. As a new investigator, I was embraced and encouraged by them while watching them succeed as attorneys in a male-dominated field, just as I was. Seeing them lead panels, webinars, and conferences inspired me to put myself out there, build connections, and become a strong female voice in this space.

As a woman-led IP investigations firm, how do you see that as your competitive advantage?

Our competitive advantage is our ability to connect, empathize, and understand our clients’ challenges, whether they’re in a brand protection, quality control, or legal role. We focus on how our investigative support can directly impact their goals and continuously look for ways to add more value.

As a woman in a male-dominated field, there’s always that drive to push harder, to prove myself, and to elevate what we do. Many investigators come from law enforcement backgrounds. We don’t, and I’ve learned to embrace that difference. It gives us a unique perspective, one that challenges the status quo and pushes us to think differently. Just like I stand out at industry events, whether it’s my curly blonde hair or the occasional sequin jacket, we embrace that same mindset in our investigations. We don’t just follow the standard path. We find new ways to push boundaries, uncover deeper insights, and give our clients an edge. That constant drive to level up is what sets us apart.

In your role as a leader of women, how do you ensure they can meet their potential?

I encourage women to embrace who they are; emotion, empathy, and intuition aren’t weaknesses, they’re strengths. While men can develop these qualities, they are more innate to many women, and leaning into them helps us connect, build relationships, and lead with authenticity.

I also emphasize that growth comes from mistakes. We all make them and that’s how we learn. I remind myself of this often because leadership isn’t about perfection. It’s about continuous improvement. Leading a small team of both women and men, I encourage everyone to own their authenticity. That’s how we connect, grow, and reach our full potential. 

Crystal ball time! What’s the one trend or innovation that will redefine the IP industry in the next five years?

The biggest shift in the IP industry over the next five years will be the continued rise of AI and advancing technology. AI will streamline processes, but it won’t replace the human perspective needed to interpret data and uncover real value.

Counterfeiting is also evolving. Custom, one-off counterfeits through 3D printing and on-demand platforms make it harder to track inventory, complicating both civil and criminal enforcement. This shift will redefine how we investigate and how brands, attorneys, and law enforcement assess impact.

AI will also challenge traditional pricing models, particularly the billable hour. While flat-fee or project-based structures work in some industries, applying them to investigations is complex, as every case unfolds differently. Finding a fair and sustainable way to monetize efficiency without losing the human expertise that gives investigations their edge will be key.

Ultimately, technology will accelerate what we do, but success will still come down to human insight: knowing how to sift through the noise, find meaningful patterns, and deliver real value. The question is, How do we structure that in a way that benefits brands, investigators, and the industry as a whole? That’s the part I’d love the crystal ball to reveal.

When you step away from the world of brands and logos, where do you find your escape? What recharges your creative batteries?

For me, it’s all about unplugging, stepping away from my phone and my laptop, and just being present. Whether it’s soaking up the sunshine, walking the dogs, or sharing a laugh with my husband, those simple moments recharge me. It’s about letting go of the to-do list and focusing on the now.

I am also a novice motorcycle rider, so want to get more confident on the road. There’s something mentally freeing about riding. You have to be fully present—no distractions, no devices—and it sparks your awareness in a different way. My bike was just inspected, so with the weather improving, I’m looking forward to getting back out there.

Thank you very much. It's been great to get to know you a little bit better and to learn from your experience.

Thank you so much for having me and for this opportunity. I think what you're doing at Haloo is just fantastic, and I'm thrilled to be here to support another woman-owned business too.

We are grateful to Tamara for sharing her unique insights into the IP industry as CEO of Vaudra International, a leading investigations firm. If Haloo had a crystal ball, it would predict that Tamara will continue to break barriers and inspire those in the IP space and beyond.