Crypto exchange firm Coins.ph has appointed Amira Alawi, older sister of popular celebrity Ivana Alawi, as global marketing director to lead its international growth strategy.
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| Photo source: Coins.ph / Amira Alawi |
The appointment supports the company’s plan to expand operations beyond the Philippines into key markets such as Thailand, Australia, Brazil, and Mauritius, with exploratory initiatives across the Middle East and North Africa (MENA).
Under the expansion plan, Thailand is being targeted for its strong digital economy and high crypto adoption rate, while Australia and Brazil — home to large Filipino communities — will serve as pilot sites for Coins.xyz’s crypto-powered remittance services.
Mauritius will function as a regulatory and financial base for operations in Africa and the Middle East.
Alawi will oversee global marketing, partnerships, and user acquisition as Coins.ph prepares to launch Coins.xyz, a new international platform for cross-border payments, decentralized finance (DeFi) access, and Web3 onboarding tools designed for emerging markets.
“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,” Alawi said.
“Our goal is to empower small businesses, creators, and everyday users to participate fully in the digital economy.”
The company said its expansion strategy will focus on four areas through 2025: global brand campaigns emphasizing transparency and accessibility, partnerships with fintech and DeFi firms across Asia, the Middle East, and Latin America, creator-led programs for Web3 literacy, and reinforced security and compliance measures.
Coins.ph said it aims to replicate its success in inclusive finance across markets where digital assets are driving new financial ecosystems.
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