XS.com appoints Mariana Higa as Latin America marketing director

XS.com named Mariana Higa as regional marketing director for Latin America on Oct. 20, 2026, as the multi-asset broker steps up efforts to strengthen its brand across the region. Higa will lead campaigns, sponsorships and partner outreach across LATAM, with a focus on local market fit and regulatory alignment.

Why it matters: - XS.com is pushing to deepen its presence across Latin America with a dedicated regional marketing lead. - The role is aimed at making the broker’s campaigns, sponsorships and partnerships more tailored to local markets. - Stronger regional marketing could help XS.com build brand awareness and support business growth in LATAM.

What happened: - XS.com named Mariana Higa as regional marketing director for Latin America on Oct. 20, 2026. - Higa will lead regional marketing initiatives to support XS.com’s market positioning and business goals across LATAM. - The appointment is part of XS.com’s broader effort to strengthen its brand presence in the region through targeted marketing, strategic partnerships and closer market engagement.

The details: - Higa will oversee promotional campaigns, sponsorships, marketing materials and industry events. - She will work with Sales, Marketing and Compliance teams to keep initiatives relevant to each market and aligned with applicable regulations. - Her remit includes tracking campaign performance, improving marketing spend efficiency and building relationships with industry stakeholders and media partners. - Higa brings more than 10 years of professional experience in regional marketing, business development and strategic partnerships. - Most recently, Higa was CR Growth Regional Manager at Vantage Markets. - At Vantage Markets, she led regional campaigns, sponsorship initiatives and industry events across Latin America. - Her responsibilities there also included budget management, vendor negotiations, performance analysis and cross-functional coordination. - Before that, Higa held business development and account management roles at HFM and Exness. - Those roles focused on partner acquisition, relationship management and business growth in Latin America.

Between the lines: - XS.com is signaling a more localized LATAM strategy by putting regional marketing under a dedicated leader with direct experience in the financial services sector. - The company is emphasizing execution, compliance and market-specific relevance rather than broad, one-size-fits-all promotion. - Higa’s background in sponsorships, events and partnerships suggests XS.com wants marketing tied closely to commercial outcomes. - Maria Pesca, XS.com’s regional director for Latin America, said Higa’s experience should help align marketing more closely with local market realities. - Higa said the role gives her a chance to combine regional market knowledge, creative marketing and sector relationships across Latin America.

What's next: - Higa is expected to begin shaping regional campaigns, sponsorship plans and partner relationships across LATAM. - XS.com will likely use the role to refine how it markets to different Latin American audiences and tracks campaign results. - The company’s next test will be whether a more localized approach translates into stronger brand recognition and deeper market engagement.

The bottom line: - XS.com is betting that dedicated regional leadership will make its Latin America marketing more effective, more compliant and more closely aligned with local market needs.