Coins.ph names Amira Alawi global marketing director to drive brand's global expansion

Coins.ph, the Philippines-based digital finance platform, has appointed Amira Alawi (pictured) as its new global marketing director, a move that signals the company’s next chapter of international expansion and brand globalisation.

The appointment aligns with Coins.ph’s broader strategy to bring blockchain-powered financial services to a worldwide audience. The company is extending its reach into Thailand, Australia, Brazil, and Mauritius, with further ambitions in the Middle East and North Africa (MENA) - regions viewed as key growth frontiers for digital finance adoption and remittance innovation.

In her new role, Alawi will lead global brand strategy, partnerships, and user acquisition across these international markets. She will also spearhead the launch of Coins.xyz, designed to offer cross-border payments, decentralised finance (DeFi) access, and Web3 onboarding for emerging economies.

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“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.” 

Coins.ph’s international push will see each target market serve a distinct role in the company’s growth roadmap. Thailand represents a fast-developing digital economy with progressive crypto adoption. Australia and Brazil are home to significant Filipino diaspora communities, where Coins.xyz, its forthcoming global platform, will open remittance corridors designed to make cross-border transfers faster and more affordable. 

Meanwhile, Mauritius offers a base for regulatory and financial innovation, acting as a gateway to Africa and the Middle East. In MENA, the company is exploring local partnerships and compliance-ready frameworks to serve the region’s expanding digital asset ecosystem.

This multi-region strategy allows Coins.ph to leverage its ten years of experience in inclusive finance while entering markets where blockchain is reshaping how economies connect.

For Alawi, the company’s home region serves as both inspiration and blueprint.

“APAC isn’t just a region - it’s proof that blockchain can go mainstream,” she 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.” 

Through 2025, her team will focus on four priorities: global brand campaigns centred on transparency, education, and accessibility; strategic partnerships with fintech and DeFi innovators across Asia, the Middle East, and Latin America; creator-led initiatives to promote Web3 literacy through authentic, localised storytelling; and enhanced compliance and security frameworks to maintain user trust amid international scaling.

Founded in 2014, Coins.ph is an all-in-one financial app licensed by the Bangko Sentral ng Pilipinas (BSP) as both a virtual asset marketplace and mobile wallet. It allows users to trade, invest, pay bills, and send or receive remittances using digital assets - all within one secure platform.

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