XS.com appoints Mariana Higa as Latin America marketing director

XS.com has named Mariana Higa as regional marketing director for Latin America as the broker looks to deepen its brand presence across the region. The move puts an experienced regional marketer in charge of campaigns, sponsorships and local market engagement.

Why it matters: - XS.com is adding dedicated regional marketing leadership as it pushes to expand brand awareness and local engagement across Latin America. - The appointment is designed to sharpen campaigns, improve market fit, and support growth in a region where financial services firms compete heavily for attention and partnerships.

What happened: - XS.com appointed Mariana Higa as regional marketing director for Latin America. - The company said the role is part of a broader effort to strengthen its brand presence across Latin America through targeted marketing initiatives, strategic partnerships, and closer engagement with regional markets. - Higa will lead regional marketing initiatives aimed at supporting XS.com’s business goals across Latin America.

The details: - Higa will oversee promotional campaigns, sponsorships, marketing materials, and industry events. - She will work closely with sales, marketing, and compliance teams to keep activities aligned with local market needs and regulatory requirements. - Her responsibilities also include measuring campaign performance, improving marketing investment, 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. - Before joining XS.com, Higa was regional growth manager for Latin America at Vantage Markets. - In that role, she led regional campaigns, sponsorship initiatives, 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, focusing on partner acquisition, relationship management, and business growth across Latin America. - Higa said she sees an opportunity to combine regional market knowledge, creative marketing, and effective industry engagement across Latin America. - Higa also said joining XS.com gives her a chance to help develop a globally recognized brand while shaping initiatives tailored to Latin American markets. - Maria Piska Santos, XS.com’s regional director for Latin America, said the company’s approach in the region should reflect the diversity of local markets and audience expectations. - Piska Santos said Higa’s experience in campaigns, sponsorships, and regional operations in financial services will help build a more locally relevant marketing strategy.

Between the lines: - The hire signals that XS.com is moving from broad regional ambition to a more structured, market-specific marketing push. - Placing campaign, sponsorship, and event execution under one regional lead suggests the broker wants tighter coordination and clearer accountability in Latin America. - Higa’s background at other multi-asset brokers points to an emphasis on competitive experience in a crowded market.

What's next: - XS.com is expected to continue aligning its Latin America marketing with local market conditions and regulatory requirements. - The company will likely use regional campaigns, sponsorships, and industry events to expand visibility and deepen relationships with stakeholders in the region. - Higa’s performance will likely be measured by campaign effectiveness, return on marketing spend, and brand traction in key Latin American markets.

The bottom line: - XS.com is betting that specialized regional marketing leadership will help turn Latin America into a stronger growth market.