XS.com names Mariana Higa as LATAM marketing director

XS.com has appointed Mariana Higa as Latin America regional marketing director as the fintech firm expands its brand and market presence across the region. The move adds a senior marketing lead focused on localized campaigns, sponsorships and industry partnerships in a highly diverse market.

Why it matters: - XS.com is putting more leadership behind its Latin America push. - The new role is meant to sharpen regional marketing, strengthen brand positioning and support business growth across LATAM. - The appointment reflects a broader effort to tailor campaigns to local market conditions rather than run a one-size-fits-all strategy.

What happened: - XS.com appointed Mariana Higa as LATAM Regional Marketing Director. - The company announced the move on October 20, 2026. - Higa will oversee marketing across Latin America. - Her remit includes promotional campaigns, sponsorships, marketing materials and major industry events. - She will work closely with sales, marketing and compliance teams to keep regional activity aligned with local requirements.

The details: - Higa will also be responsible for campaign measurement, marketing budget efficiency and relationship-building with industry stakeholders and media networks. - She joins XS.com with more than 10 years of experience in regional marketing, business development and strategic partnerships. - Before XS.com, Higa was CR Growth Regional Manager at Vantage Markets. - In that role, she handled regional campaigns, sponsorships and industry events across Latin America. - Her experience at Vantage Markets also included budget management, vendor negotiation, performance analysis and cross-team coordination. - Higa previously held business development and account management roles at HFM and Exness. - Those roles focused on partner growth, relationship management and business development across Latin America. - XS.com operates as a global multi-asset broker with services for traders, institutional investors and brokers. - The company was founded in Australia in 2010. - XS.com says it is multi-regulated and has offices in multiple regions worldwide. - The company offers institutional-grade liquidity, trading technology, relationship management and customer support. - XS.com included a risk warning that margin trading products carry high risk and may lead to total loss of investment. - The company also said these products may not be suitable for all investors. - More information is available in the company's social channels, including LinkedIn, Instagram, Facebook, YouTube, TikTok, X and Telegram.

Between the lines: - XS.com is signaling that Latin America remains a priority market for brand-building and commercial expansion. - Higa’s background suggests the company wants a leader with hands-on experience in regional campaigns, sponsorship execution and financial-services partnerships. - The company’s emphasis on compliance suggests marketing in LATAM will need to be tightly coordinated across jurisdictions.

What's next: - Higa is expected to help shape localized campaigns and partnerships across the region. - XS.com will likely continue using regional marketing, sponsorships and industry events to deepen visibility in Latin America. - The company’s next test is whether more focused regional execution translates into stronger brand traction and business results.