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    Héctor Maya

    Senior Analyst at Scotiabank

    Héctor Maya is a Senior Analyst at Scotiabank specializing in Latin American equity research, with a focus on ecommerce and retail sectors. He covers prominent companies such as MercadoLibre—recently initiating coverage with an Outperform rating and a $3,500 price target—and has maintained a track record including top sector picks and projected upside, as seen in his Buy and Sector Outperform ratings on MercadoLibre and BBB Foods; his recommendations have returned up to 34.4% over a one-year period. Maya has been with Scotiabank since at least 2023 and previously built expertise in Latin American capital markets and debt transactions. He holds professional credentials relevant to the financial sector and is recognized for his analytical rigor and sector leadership.

    Héctor Maya's questions to BBB FOODS (TBBB) leadership

    Héctor Maya's questions to BBB FOODS (TBBB) leadership • Q2 2025

    Question

    Héctor Maya from Scotiabank asked about the sustainability of the current high same-store sales growth through 2025 and if the company might allocate a formal marketing budget in the future to build brand awareness.

    Answer

    CEO Anthony Hatoum expressed confidence in continued healthy same-store sales, seeing no signs of a slowdown, but did not provide a specific forecast. Regarding marketing, he stated that word-of-mouth and organic social media are currently the most effective drivers. While not ruling out future marketing spend, he noted the difficulty in linking it directly to sales, believing the value proposition itself is the best marketing tool.

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    Héctor Maya's questions to BBB FOODS (TBBB) leadership • Q2 2025

    Question

    Héctor Maya from Scotiabank questioned the sustainability of the high same-store sales growth and asked if the company would consider allocating a formal marketing budget in the future to enhance brand awareness among those unfamiliar with the format.

    Answer

    CEO Anthony Hatoum expressed confidence that same-store sales would remain healthy, seeing no signs of a slowdown, though he did not provide a specific forecast. Regarding marketing, he stated that word-of-mouth and organic social media have been their most effective tools. While not ruling out formal marketing, he noted the difficulty in linking such spending directly to sales increases, believing the value proposition itself is the primary growth driver.

    Ask Fintool Equity Research AI