XS.com appoints Mariana Higa as LATAM marketing director

XS.com has named Mariana Higa as its Latin America regional marketing director, giving the broker a dedicated lead for campaigns, sponsorships and partnerships across the region. The move underscores XS.com’s push to deepen its brand presence and local market execution in Latin America.

Why it matters: - XS.com is putting a senior marketing leader in place to strengthen its presence across Latin America. - The hire supports the broker’s push for more localized campaigns, sponsorships and partnerships in a region where market dynamics and regulatory requirements can vary widely. - The appointment could help XS.com better align brand activity with regional business goals and customer needs.

What happened: - XS.com appointed Mariana Higa as Latin America Regional Marketing Director. - The company announced the move on October 20, 2026. - Higa will lead marketing across Latin America and support XS.com’s business objectives in the region.

The details: - Higa will oversee brand campaigns, sponsorship projects, marketing materials and industry events. - She will work with sales, marketing and compliance teams to ensure campaigns fit local market conditions and meet applicable regulatory requirements. - Her role also includes measuring campaign performance, improving marketing spend efficiency and expanding 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 worked at Vantage Markets as CR Growth Regional Manager. - At Vantage Markets, she led marketing activities, sponsorship projects and industry events across Latin America. - Her previous responsibilities also included budget management, vendor negotiations, performance analysis and cross-functional coordination. - Earlier in her career, Higa held business development and account management roles at HFM and Exness, focused on partner development, relationship management and business growth in Latin America.

Between the lines: - XS.com is signaling that Latin America remains a priority market for growth and brand building. - The company is betting that stronger regional leadership will improve execution, local relevance and the efficiency of its marketing spend. - Higa’s background suggests XS.com wants someone with direct experience in financial services marketing and regional operations, not just broad brand experience.

What's next: - Higa is expected to coordinate future regional campaigns, sponsorships and industry partnerships for XS.com. - Her performance will likely be judged on how well the company’s Latin America marketing efforts translate into stronger brand visibility and business results. - XS.com is likely to continue tailoring its regional strategy as it expands its marketing and partnership footprint.

The bottom line: - XS.com is sharpening its Latin America strategy by handing regional marketing to an executive with direct experience in financial services, sponsorships and partner development.