XS.com names Mariana Higa LATAM marketing chief

XS.com has appointed Mariana Higa as regional marketing director for Latin America, signaling a stronger push to expand its brand presence across the region. Higa brings more than a decade of experience in financial services marketing, business development and partnerships.

Why it matters: - XS.com is putting dedicated leadership behind its Latin America strategy as it works to deepen brand presence and market engagement across LATAM. - The move could help XS.com tailor campaigns, partnerships and industry outreach to local market conditions.

What happened: - XS.com appointed Mariana Higa as Regional Marketing Director for Latin America. - The appointment was announced on October 20, 2026. - Higa will lead regional marketing initiatives to support XS.com’s business goals across LATAM.

The details: - Higa will oversee promotional campaigns, sponsorships, marketing materials and industry events. - She will coordinate with sales, marketing and compliance teams to align activities with local market needs and current regulations. - Her responsibilities also include measuring campaign performance, optimizing marketing spend and developing relationships with industry stakeholders and media partners. - Higa joins XS.com with more than 10 years of experience in regional marketing, business development and strategic partnerships. - Most recently, she served as Regional Manager, CR Growth at Vantage Markets. - At Vantage Markets, she led regional campaigns, sponsorship initiatives and industry events across Latin America. - Her role at Vantage Markets 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. - Those roles focused on partner acquisition, relationship management and business growth across LATAM.

Between the lines: - XS.com is signaling that LATAM growth will depend on more localized marketing and tighter coordination across commercial and compliance functions. - Higa’s background suggests XS.com wants someone with hands-on regional execution experience, not just brand strategy. - Maria Pesca, XS.com’s Regional Director for Latin America, said the company’s LATAM approach must reflect the diversity of regional markets and audience expectations. - Pesca said Higa’s experience in campaign delivery, sponsorships and regional operations should support a marketing strategy built on deeper local market understanding.

What's next: - XS.com said Higa will work with the team to launch campaigns and partnerships intended to create a lasting impact in the markets the company serves. - The company is expected to keep refining its LATAM marketing approach around regional campaigns, sponsorships and industry initiatives.

The bottom line: - XS.com is expanding its LATAM leadership bench to sharpen local marketing, strengthen partnerships and support regional growth.