Joel Backaler is a global marketing strategist, author, and international keynote. He is a Managing Director at Frontier Strategy Group, a member of the National Committee on US-China Relations and the award-winning author of “China Goes West.” In September 2018, Backaler will release his second global marketing book, also published with Palgrave Macmillan called “Digital Influence.” Digital Influence explores how businesses and other organizations can incorporate influencer marketing into their global strategy by tapping into the voices of local key opinion leaders and trendsetters to bring their products and services to market in an authentic, locally relevant manner. His thought leadership has been featured in Forbes, BBC, and The Financial Times. He has 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.