Paavana Kumar helps major advertisers and retailers assess risk as they create compelling campaigns, run high-exposure promotions and streamline the online customer experience. She partners with them to navigate cutting-edge “social commerce” issues, where her experience is a particular asset to clients seeking to leverage influencer talent, engage more creatively on social media, and reimagine their online e-commerce and subscription programs.
Paavana’s ability to assess problems and provide quick, efficient risk assessments enables her to work effectively with companies across industries, especially those pursuing a deeper e-tail focus. She is a sounding board and trusted advisor for C-suite executives and general counsel when making high-stakes judgment calls about social media opportunities, FTC disclosure requirements and major changes to their business models.
As many clients move toward subscription programs, Paavana’s knowledge of the highly regulated automatic renewal and negative option laws across all 50 states, together with a deep understanding of the regulatory focus on “dark patterns,” enables her to help companies draft transparent marketing disclosures and design compliant user flows. She also advises on high profile consumer promotions, including sweepstakes, contests, loyalty rewards and gift cards, cause marketing and donation programs, text message and email marketing, and major entertainment and sports collaborations
Whether she’s counseling on a discrete issue or working with global legal teams for clearance for an international campaign, Paavana delivers practical advice customized to companies at all stages of growth — from start-ups to established major retailers and brands. She is a recognized thought leader who frequently speaks and writes about leading-edge e-commerce and influencer marketing topics for in-house counsel and industry stakeholders