After nearly a decade with Miami-based TotalBank, Luis de la Aguilera came out on top of a management shake-up 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 even deeper into the behavior of South Florida consumers.
“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 current state of the bank and its future in its Brickell Avenue offices with Miami Today Staff Writer Zachary S. Fagenson.