Sergio Barragán

Sergio was born in Mexico City and has a law degree (JD equivalent) from Universidad Iberoamericana. He is the Senior Legal Director & Trademark Counsel for PepsiCo in Latin America, and oversees the entire PepsiCo trademark portfolio, including more than 20,000 records, in which several well-known brands exceeding the US$1B value can be identified, such as PEPSI, LAY’S, DORITOS, CHEETOS, QUAKER and GATORADE, as well as some other recent acquisitions like ROCKSTAR and POPCORNERS. Sergio’s practice is focused on trademarks, copyright, portfolio management, IP litigation and conflicts, as well as strategic counseling and related matters. Sergio also provides general legal counseling to the PepsiCo Global Foods Group worldwide.

Sergio and his team have been recognized on several occasions as Latin American Team of the Year by the World Trademark Review and as one of the leading in-house IP counsels by the same and other organizations. Sergio is an active member of several professional organizations, including the International Trademark Association, wherein currently is a member of the Board of Directors for the period 2021-2023 and Chair of the Brand Restrictions Committee. He was also the Co-Chair of the 2022 INTA Annual Live+ Meeting which took place in Washington D.C. in late April 2022.