XS.com names Mariana Higa LATAM marketing director

XS.com appointed Mariana Higa as regional marketing director for Latin America on October 20, 2026, as the broker looks to deepen its brand presence across the region. The hire is aimed at sharpening local marketing, sponsorship and event strategy in a diverse market where regional execution matters.

Why it matters: - XS.com is adding dedicated LATAM marketing leadership to better align campaigns with local market conditions. - The move could strengthen the broker’s regional brand, sponsorship strategy and commercial execution across Latin America. - The appointment also signals a heavier focus on partnerships and market-specific engagement in a key growth region.

What happened: - XS.com announced the appointment of Mariana Higa as regional marketing director for Latin America on October 20, 2026. - The announcement was made by XS.com, a global FinTech and financial services provider. - The role is designed to support XS.com’s business goals in Latin America.

The details: - Higa will lead regional marketing initiatives aimed at strengthening XS.com’s market position in Latin America. - Her responsibilities include overseeing promotional campaigns, sponsorship activities, marketing materials and industry events. - She will work with sales, marketing and compliance teams to keep regional efforts locally relevant and regulatorily compliant. - She will also evaluate campaign performance, optimize marketing spend and build relationships with industry stakeholders and media partners. - Higa brings more than 10 years of experience in regional marketing, business development and strategic partnerships. - Before joining XS.com, she was regional growth manager at Vantage Markets. - At Vantage Markets, she led regional campaigns, sponsorship initiatives and industry events across Latin America. - Her prior responsibilities also included budget management, vendor negotiations, performance analysis and cross-team coordination. - Earlier in her career, Higa worked in business development and account management at HFM and Exness. - In those roles, she focused on partner acquisition, client relationship management and business growth in Latin American markets.

Between the lines: - XS.com is centralizing more regional marketing authority as Latin America becomes a more tailored, market-by-market effort. - The company is betting that a leader with direct regional and financial-services experience can improve campaign relevance and return on investment. - Maria Pesca, regional director for Latin America at XS.com, said the company needs an approach that reflects the diversity of Latin American markets and audience expectations. - Pesca added that Higa’s background in campaigns, sponsorships and regional operations should help build a more locally adapted marketing strategy. - Higa said she sees an opportunity to combine regional market knowledge, creative marketing and deeper engagement with industry participants in Latin America.

What's next: - Higa is expected to help XS.com deploy regional campaigns and partnerships with a stronger local focus. - XS.com is likely to continue expanding marketing and sponsorship activity across Latin America under the new structure. - The company also appears to be aiming for more consistent measurement of campaign performance and marketing efficiency in the region.

The bottom line: - XS.com is upgrading its LATAM marketing leadership to sharpen local execution and support regional growth.