Julie Tortora's practice centers on branding, advertising and copyright law, including international trademark prosecution and enforcement, brand protection strategy, counseling, and working on contested trademark disputes before the Trademark Trial and Appeal Board. Her clients include companies from the retail, food and beverage, media and entertainment, consumer goods, and electronics industries.

Julie is an associate liaison for Baker Botts’ Women in Action committee, which encourages collaboration and promotion of women within the legal industry. In 2025, Julie spent six months seconded to the in-house team of a firm’s brewing and beverage industry client, where she worked with internal business and marketing teams to implement global initiatives for the 2026 Winter Olympics and the FIFA World Cup. From 2024 to 2025, Julie was selected to serve on the Trademark Reporter Committee of the International Trademark Association (INTA), where she collaborated with other attorneys to review and promote IP-industry content.

Prior to joining Baker Botts, Julie gained experience working for a boutique IP firm, for luxury retailers in the apparel and cosmetics industries, and within the trademark department of a global licensing company. During her time at New York Law School, Julie was selected to participate in the school’s Trademark Clinic, where she worked alongside attorney mentors on trademark prosecution matters for pro bono clients. Julie was also selected as an associate of the school’s Innovation Center for Law and Technology after completing specialized study in IP and Fashion, and received a Certificate in Fashion Law from the Center upon graduation.