XS.com names Mariana Higa LATAM marketing director

XS.com has appointed Mariana Higa as marketing director for Latin America as the broker expands its regional marketing push. The move is aimed at strengthening brand presence across LATAM through more targeted campaigns, partnerships and market-specific execution.

Why it matters: - XS.com is putting a dedicated leader in place to sharpen its marketing strategy across Latin America. - The appointment is meant to align campaigns, sponsorships and partnerships more closely with local market conditions. - The move signals a stronger push to grow brand awareness and business opportunities across the region.

What happened: - XS.com appointed Mariana Higa as marketing director for Latin America. - The announcement was made on October 20, 2026, from Japan. - Higa will oversee regional marketing initiatives across LATAM. - Her remit includes promotional campaigns, sponsorships, marketing materials and industry events. - She will work with sales, marketing and compliance teams to ensure regional efforts fit local markets and regulatory requirements.

The details: - Higa will also focus on campaign performance review, optimizing marketing investment and building 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, Higa was CR Growth Regional Manager at Vantage Markets. - At Vantage Markets, Higa led regional campaigns, sponsorship initiatives and industry events across Latin America. - Her earlier roles at HFM and Exness focused on business development and account management. - Those positions involved partner acquisition, relationship management and business growth across LATAM. - XS.com is a global multi-asset broker that provides access to a wide range of financial instruments. - The company was founded in Australia in 2010. - XS.com operates under licenses in multiple jurisdictions and has offices around the world. - XS.com provides liquidity, trading technology, user experience, customer service and customer support to traders, institutions and brokers worldwide.

Between the lines: - The appointment suggests XS.com wants more localized execution in a region where market expectations can vary widely by country. - Higa’s background in campaigns, sponsorships and regional operations points to a practical, field-focused role rather than a purely brand-facing one. - The company is emphasizing coordination with compliance, which matters in a regulated financial services business.

What's next: - Higa is expected to help shape LATAM campaigns that reflect local market trends and regional business opportunities. - XS.com will likely use the role to tighten execution on sponsorships, events and partner-facing marketing across Latin America. - The company is also positioning the appointment as part of a broader effort to expand its regional marketing structure.

The bottom line: - XS.com is betting that deeper regional expertise will help it grow faster and compete more effectively in Latin America.