Koh Yoet Siang

YS is the Digital Director at Republic Asia, a 360° marketing agency. He has more than a decade of marketing experience and has worked across 15 industry verticals, both at the client-side and agency-side. Collectively, that agency has worked on more than 210 digital projects, ranging from SEO/SEM, web/ mobile app developments to digital advertising and media plans.

A T-shaped marketer, YS has performed in digital consulting, marketing, growth, account management, communications, and product & project management remits. He has served clients from corporate services, the e-commerce space, financial services, non-profit organisations, tech companies and more. A few other industries he has worked with include the government (GovTech), banking (DBS), insurance (AIA), professional services (Page Group) and management consulting (Mastercard Advisors).

While working as a regional marketer at a global online travel agency, he revamped the email marketing channels within a FY quarter, driving the EDM open rate from 10% to 30% across 11 countries and 6 languages. A former co-founder of an m-commerce shopping app (KIV), YS successfully used guerrilla marketing tactics to achieve a S$10-per-customer acquisition cost during the dawn of the mobile apps era. During his tenure as an independent media consultant, he audited the media plan of a client’s advertising agency of record (AOR), which resulted in a 3X conversion uplift for the media campaign at one of Forbes Asia’s 200 best brands.

YS’ experience as a trainer has seen him deliver digital marketing training to over 1,500 individuals. YS graduated with an MBA from the National University of Singapore and holds a Bachelor of Business Management from RMIT University. In his free time, YS listens to audiobook summaries and participates in spartan and triathlon races.