Johanna Hoopes

Managing Director at TrailRunner International

Johanna serves as a Managing Director at TrailRunner, focusing on international communications strategy with a strong emphasis on China.

Johanna brings more than a decade of strategic communications experience in managing initiatives for multinational companies in China. She enjoys working with a range of US, European and Chinese clients across a range of sectors, including the automotive, real estate, finance, gaming, and sports industries.

Johanna formerly served as a contributing writer for Forbes China, and also as editor of City Weekend Shanghai. Johanna has strong media relationships in China, and she also has extensive experience in producing video, photo and written content, advising on digital strategy and arranging special initiatives for senior thought leaders, including global CEOs, professional athletes, and celebrities across Asia. She also has deep experience in crisis management, stakeholder relations, community building, and brand localization in China.

She is a graduate of Boston University, a Startingbloc fellow, and received her MBA from the University of South Carolina where she completed an exchange year at Fudan University in Shanghai.


  • Managing Director

    Current role