Joel Bacall, Associate Director
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"The part I love best about China is its rich and diverse culture."

As our Associate Director, Joel is here to be your strategic frontline partner by helping you push your brand and new product development forward. With a sharp mind for marketing and a passion for achieving growth within the fast-changing Chinese market, he’ll target the right consumers, with the right questions to get you the insights you need to succeed.


This passion for sustained growth has helped Joel excel at TSI. From developing market entry strategies for large brands, such as Mars, Campbells, Simplot and Vita Coco, to helping design teams craft exquisite packaging that resonates with local consumers, his keen eye for strategy and branding is second only to his drive for results.


With a curious mind and a craving for new experiences, Joel makes an effort to try a new, exotic Chinese dish every weekend in Shanghai. When he isn’t indulging in a new culinary experience, you’ll find him train hopping and exploring different parts of the country.


Number 9, Lane 584 Middle Huaihai Rd, Huangpu District, Shanghai. PRC
Tel: (+86) 21 53098757

North America

Tom Sommers
Tel: (+1) 513 607 8136

Hong Kong
Washington, D.C.
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© 2018 by The Silk Initiative.