Airwallex picks new SEA marketing director

Airwallex has appointed Alin Dobrea as its marketing director for Southeast Asia, where he will lead the company’s regional marketing strategy and execution across Singapore, Malaysia, Vietnam and all other SEA countries.

Reporting to Andrew Balint, regional vice president of marketing for APAC, Dobrea will oversee initiatives aimed at helping businesses across Asia modernise their fintech infrastructure, spanning cross-border payments, embedded finance, global treasury, and expansion.

"Airwallex sits at the intersection of global ambition and local opportunity. What excites me most is helping SMEs, entrepreneurs, and enterprises unlock borderless growth — empowering them to think global from day one. It’s rare to join a company with this much momentum and an even bigger runway ahead," said Dobrea told MARKETING-INTERACTIVE.

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His top priority in his new role would be to launch Airwallex's first brand campaign in Southeast Asia. "It's time to tell the Airwallex story at scale. I'm also focused on improving performance marketing effectiveness and scaling new channels that drive both customer acquisition and long-term brand equity across Singapore, Malaysia, and Vietnam," he added.

In the next few years, he aims to build a brand that "punches above its weight — one that’s as performance-driven as it is emotionally resonant".

"My focus is on creating marketing that moves both numbers and minds: combining smart storytelling, sharp targeting, and regional relevance to make Airwallex the most trusted growth partner for modern businesses in the region," shared Dobrea.

When MARKETING-INTERACTIVE reached out, Jon Stona, vice president, global marketing said “Dobrea brings a rare combo of regional insight and marketing acumen that’ll be key to our next phase of growth in Southeast Asia. With his leadership, we’re well positioned to deepen our brand presence and continue delivering impact for customers across this dynamic region.”

Airwallex currently powers more than 100,000 businesses globally, processing over US$200 billion in annualised transaction volume, and operates across 26 offices worldwide, including major financial hubs in Singapore, Hong Kong, London, and San Francisco.

Dobrea brings extensive regional marketing experience to the role. Prior to joining Airwallex, he held leadership positions in digital, growth, and brand marketing, and has been known for driving transformative marketing programmes in high-growth technology and digital commerce sectors. Some of his previous roles include director of marketing and partnerships at ZALORA Group and digital marketing and promotions strategy at Marks and Spencer, according to his LinkedIn.

Dobrea will be based in Singapore, with the appointment underscoring Airwallex’s ongoing expansion across Southeast Asia as it continues to scale its presence and product offerings in the region.

In September, the fintech expanded into the Middle East, powered by partnerships with Tabby, and secured an in-principle approval for a UAE payments licence alongside the establishment of a new entity in the Kingdom of Saudi Arabia.

Within the same month, Airwallex also broadened its European footprint, introducing new Nordic currencies to meet growing demand from EU customers. From launch, EU-based customers can now transact directly in Danish Krone, Norwegian Krone, and Swedish Krona, as well as the Polish Zloty, further strengthening Airwallex’s position as a leading global financial infrastructure platform.

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