Professional Biography


Joel Backaler is Managing Director of international marketing for Frontier Strategy Group, a global business advisory serving more than 3,000 corporate executives in emerging markets.

He is the author of China Goes West (Palgrave Macmillan), an award-winning international business book that examines the global rise of Chinese brands. He is also a Forbes columnist and a member of the National Committee on United States-China Relations.

Backaler brings a diverse, cross-industry perspective, having worked with many of the world’s top global brands, including: The Coca-Cola Company, Johnson & Johnson, Philips, Cisco, HP, and Danone. He has also advised companies from emerging markets on their globalization efforts.

He is a frequent contributor to media outlets such as the Financial Times, The New York Times, Bloomberg and the Harvard Business Review. He is also a sought after public speaker, with previous engagements at the University of Chicago, London School of Economics, Princeton University, the Hamburg Summit, the Emerging Markets Summit, the U.S. Department of Commerce and numerous other venues.

Backaler is a graduate of Connecticut College and a former Fulbright Scholar. He currently lives in Los Angeles, California with his wife Qian.

Media Appearances

I am regularly featured in mainstream media outlets such as the Financial Times, Harvard Business Review, The New York Times and Bloomberg.  You can check out my media page for a full list of recent media mentions. If you are a journalist seeking commentary for a piece that you are working on contact me.

CCTV America


Get in touch!

You can contact me via e-mail or connect with me on LinkedIn or follow me on Twitter.