32 Advisors

Cross-border Advice. Trusted Solutions. Expert Results.

32 Advisors provides a unique offering of highly tailored, independent cross-border advice on economic, strategic and financial issues to enhance and expand our clients’ capabilities and position them for success.

Barry Johnson
Principal - Inbound Investment & Global Market Access


Barry Johnson utilizes his extensive global business development experience; his cross-border trade and investment knowledge; and his passion for building trust and collaboration across cultures and stakeholders to lead the Inbound Investment & Global Market Access advisory practice of 32 Advisors LLC.  His Inbound Investment practice bridges major business gaps that challenge international corporations wishing to enter the US or optimize growth of their existing US subsidiaries. 

Until December 2012, Johnson served in the Obama Administration in several senior advisory capacities:  first in the U.S. Department of Commerce as Senior Advisor for Economic Development; then as founding Executive Director of SelectUSA, the first White House initiative to promote and facilitate inward investment.

Additionally, he served as Senior Advisor to Secretary of State Hillary Clinton’s Office of Global Intergovernmental Affairs (SRGIA), building economic relationships between US governors and mayors, and their peers around the world to accelerate trade and investment collaborations.

For three years Johnson represented the United States as Vice Chairman of the OECD’s Territorial Development Policy Committee and later the Investment Policy Committee.

Johnson’s service in the Obama Administration was preceded by over 20 years of management experience in the private sector.  He built a strong track record of teaming to launch successful “intrapreneurial” businesses within several of the world’s leading corporations including Disney, Bertelsmann and Sony and was founding President of MSBET, the joint venture between Viacom’s BET Networks and the Microsoft Corporation. Johnson also serves on the Board of Directors of Yaddo, a century-old artists' community in upstate New York. 

He earned his Bachelor of Science degree in Economics & Political Science from Yale University and his Master of Business Administration from Harvard Business School.