Keith BOI

Keith BOI

Head of Content Services



  • How did you get here?

    After several years in the hardboiled world of journalism, I knew I wanted to pursue a new career path in marketing and still be immersed in the craft of storytelling. Possibly inspired by some of my favourite writers’ (DeLillo, Scott Fitzgerald) exploits in advertising; but probably not. My prior experience in trade publishing helped me make the transition to B2B communications with Ying way back in 2011, and I have never looked back since.

  • Professional Experience

    At Ying, I work closely with a team of digital content specialists who thrive on helping clients plan and execute their marketing campaigns. I spend the majority of my days straddled between a variety of content projects—anything from writing thought leadership articles to crafting the right content strategy for demand generation purposes. Prior to my current position at Ying, I was the Content Strategist at MRM//McCann Singapore and played a leading role in driving content development for a number of key tech accounts.

  • Quote

    “People always clap for the wrong things.” – J.D. Salinger

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