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Front Page » Profile » Luis De La Aguilera Is Looking To Grow Through Branches As Totalbank President And First Chief Marketing Officer

Luis De La Aguilera Is Looking To Grow Through Branches As Totalbank President And First Chief Marketing Officer

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Written by on December 3, 2009

After nearly a decade with Miami-based TotalBank, Luis de la Aguilera came out on top of a management shake-up in August to replace longtime President Bill Heffernan. While sitting Chairman Jorge Rossell has taken up the role of chief executive officer, Mr. de la Aguilera is charged with overseeing growth in the bank’s 15 branches.

And as the bank’s first chief marketing officer, he’s looking to delve deeper into South Florida consumer behavior.

"We are going to be moving our marketing efforts into a lot of analysis," he said. "It’s about better understanding the markets we are going into and better understanding the ones we are in right now."

Meanwhile, Mr. de la Aguilera said the bank has formed a debt restructuring division in an effort to minimize problems loans and is even making a push into the residential mortgage market.

He discussed the state of the bank and its future with Miami Today Staff Writer Zachary S. Fagenson. To read this profile article in its entirety, subscribe to Miami Today’s E-paper. With the E-paper you will be able to read the entire contents of Miami Today online exactly as it appears in print. Or order this issue, to receive a regular printed copy of this week’s Miami Today. You may also subscribe to the printed edition of Miami Today to receive the newspaper every week by mail.

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