Coins.ph strengthens leadership with Amira Alawi’s appointment as global marketing director

Manila, Philippines – Digital finance platform Coins.ph has appointed Amira Alawi as its new global marketing director, as the company moves to expand into international markets including Thailand, Australia, Brazil, and Mauritius.

The appointment forms part of Coins.ph’s wider strategy to scale its operations beyond the Philippines and strengthen its position in emerging digital finance markets. In her new role, Alawi will oversee global brand strategy, partnerships, and user acquisition across international markets.

She will also lead marketing efforts for Coins.xyz, the company’s upcoming global platform for cross-border payments, decentralised finance (DeFi) access, and Web3 onboarding tools designed for emerging economies.

“Coins.ph has earned the trust of millions across the Philippines—and now we have the opportunity to bring that trust and access to the world,” said Alawi. “Our goal is to empower small businesses, creators, and everyday users to participate fully in the digital economy. This is about building pathways for financial inclusion at a global scale.”

Alawi said she views the Asia-Pacific (APAC) region as the foundation for the company’s international expansion strategy.

“APAC isn’t just a region—it’s proof that blockchain can go mainstream,” Alawi said. “This is where fintech and culture meet, where innovation grows alongside trust and clear regulation. Coins.ph was built here where practicality, transparency, and community matter most. That balance between creativity and compliance is what makes real adoption possible. Now we’re taking that same energy global, delivering secure, compliant tools to drive mass adoption for the digital economy.”

Additionally, Coins.ph said its marketing team will focus on four key priorities through 2025. These include developing global brand campaigns centred on transparency, education, and accessibility, and forming strategic partnerships with fintech and DeFi innovators across Asia, the Middle East, and Latin America.

The company also plans to introduce creator-led programmes to promote Web3 literacy through localised storytelling, alongside strengthening its security and compliance frameworks to maintain user trust as it continues to scale internationally.

According to Coins.ph, its choice of initial markets represents a targeted approach to expansion, with Thailand viewed as a high-growth digital economy with increasing cryptocurrency adoption, while Australia and Brazil are identified as key remittance corridors for the Filipino diaspora. The company also pointed to Mauritius as a regulatory and financial innovation hub that can serve as a gateway to Africa and the Middle East.

In addition, Coins.ph said it is exploring partnerships and localised solutions in the MENA (Middle East and North Africa) region, which it described as an emerging area for blockchain adoption and remittance innovation.