XS.com appoints Hanna Lee to lead Vietnam business development

XS.com named Hanna Lee as regional business development manager for Vietnam on November 4, 2026, bringing back a former country manager to help expand local partnerships and support the brokerage’s growth in the market. The move underscores XS.com’s push to deepen its presence in Vietnam with leadership that already knows the company and the local industry.

Why it matters: - XS.com is strengthening its Vietnam strategy with a leader who knows both the market and the company. - The appointment is designed to support partner growth, local business expansion, and a larger regional push. - Vietnam is a key market for XS.com’s broader plan to build a stronger presence in Southeast Asia.

What happened: - XS.com announced on November 4, 2026, that it appointed Hanna Lee as regional business development manager for Vietnam. - Lee returns to XS.com after previously serving as country manager. - The appointment was presented as part of XS.com’s effort to reinforce its regional leadership.

The details: - Lee will lead business development initiatives in Vietnam. - Her remit includes expanding partnerships, identifying growth opportunities, and strengthening XS.com’s local presence. - She will work closely with regional teams and the marketing team to develop initiatives tailored to Vietnamese clients and partners. - XS.com said Lee brings experience in business development, team leadership, partner relationship management, and market knowledge. - Before rejoining XS.com, Lee was business development manager at GTCFX, where she managed the sales team and partner relations. - Earlier in her career, Lee was country manager at Radex Markets, overseeing business development, retail sales teams, recruitment, training, and local market planning. - Lee also worked as sales manager at Info Finance – CFD Media, supporting brokers entering Vietnam through brand building, industry relationships, and locally tailored marketing. - Her background also includes a senior sales role at Shinhan Bank. - Lee said she is pleased to take on the Vietnam role at XS.com. - Lee said she will focus on strengthening local presence, building strategic partnerships, and creating new opportunities for partners and clients. - Lee said she wants to highlight the value XS.com brings to the Vietnamese market and contribute to the company’s continued growth in the region. - XS.com International Commercial Director Wael Hammadi welcomed Lee back to the company. - Hammadi said Lee’s market knowledge, experience leading business development teams, and familiarity with the company make her a strong fit for the role. - Hammadi said XS.com’s continued development in Vietnam will benefit from Lee’s understanding of local partner needs.

Between the lines: - The hire signals XS.com is leaning on experienced regional operators rather than building Vietnam leadership from scratch. - Lee’s prior stint at XS.com may help shorten the ramp-up period as the company seeks faster execution in a competitive brokerage market. - The company’s focus on partnerships and local tailoring suggests a strategy built around market access and retention, not just brand awareness.

What's next: - Lee is expected to begin advancing partnership growth and local business initiatives in Vietnam. - XS.com will likely keep using regional leadership to expand its footprint and pursue new opportunities in the market. - The company framed the appointment as part of a longer-term effort to support sustainable commercial growth for Vietnamese partners and clients.

The bottom line: - XS.com is betting that a familiar leader with deep Vietnam experience can accelerate its next phase of growth in the market.