XS.com names Mariana Higa LATAM regional marketing director

XS.com has appointed Mariana Higa as its new Latin America regional marketing director, a move aimed at deepening the firm’s brand presence and regional partnerships across LATAM. The hire gives the multi-asset broker a dedicated leader to coordinate marketing, sponsorships and local engagement as it pushes for growth in the region.

Why it matters: - XS.com is sharpening its Latin America strategy with a dedicated marketing leader for the region. - The appointment is designed to strengthen brand visibility, improve local engagement and support business growth across LATAM. - The role gives XS.com more focused oversight of campaigns, partnerships and market-specific execution in a diverse region.

What happened: - XS.com appointed Mariana Higa as LATAM Regional Marketing Director. - The company announced the hire on October 20, 2026. - Higa will lead marketing efforts across Latin America and help support XS.com’s regional business goals. - Her remit includes brand campaigns, sponsorships, marketing materials and industry events. - She will also work with sales, marketing and compliance teams to keep activities aligned with local market needs and regulatory requirements.

The details: - Higa will evaluate campaign performance and work to optimize marketing spend. - She will also expand relationships with industry stakeholders and media partners. - XS.com said the appointment reflects a strategy centered on targeted marketing, strategic partnerships and deeper regional engagement. - Higa brings more than 10 years of industry experience in regional marketing, business development and strategic partnerships. - Before joining XS.com, she served as Regional Manager for CR Growth at Vantage Markets. - At Vantage Markets, she led marketing activity, sponsorships and industry events across Latin America. - Her earlier work also included budget management, vendor negotiations, performance analysis and cross-functional coordination. - Higa previously held business development and account management roles at HFM and Exness. - Those roles focused on partner development, relationship management and business growth in Latin America. - Maria Pesca, XS.com’s Latin America regional director, said the region’s marketing strategy must reflect local market diversity and audience needs. - Pesca said Higa’s experience in campaign execution, sponsorships and regional operations should help build more locally relevant marketing strategies.

Between the lines: - XS.com is signaling that Latin America is a priority market worth more specialized leadership. - The company is pairing regional growth goals with compliance-aware marketing, suggesting a push for scale without losing local fit. - Higa’s background in sponsorships and business development points to a strategy that relies on both brand-building and partner-led growth.

What's next: - Higa is expected to coordinate regional campaigns, events and partnerships under XS.com’s LATAM growth plan. - The company will likely use more localized marketing execution to respond to market conditions across Latin America. - XS.com says the new structure should help the company better capture regional business opportunities as they emerge.

The bottom line: - XS.com is betting that a more specialized LATAM marketing lead will help it strengthen its regional brand and convert that presence into growth.