Add the coriander and cumin to a small skillet and heat over medium heat. Swirl until the seeds are golden and slightly fragrant, about 3 minutes. Let cool slightly, and finely grind in a spice grinder.
Combine the spices with the cilantro, rum, jalapeno, onions, red pepper, pineapple, lime juice and zest in a medium bowl. Season with salt and pepper. Refrigerate until chilled, at least 1 hour or overnight. Serve with tortilla chips.
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For a slightly thicker salsa, remove a heaping 1/2 cup of the finished product and put in a food processor. Pulse until thickened, then stir back into the salsa.