Rafael Saldaña

CEO & President

• President of RG Crown Bank, FSB, a $3+ billion in assets federal savings bank based in the Orlando Metro area, Florida, after serving as Managing Director of RG International Bank, a newly created banking entity.  He focused on developing and enabling   further expansion of the banking franchise throughout the State of Florida and Augusta, GA.
• Executive Vice President and Commercial Director at Banco Santander in San Juan, PR.  His tenure was recognized for the solid and expedient turnaround of a banking franchise.
• Business Director of Marketing and Analytics at credit card issuer Capital One in Tampa, Florida.  Developing a new niche line of business with $50MM+ in net income within three years.
• Vice President and General Manager of a $300MM in sales direct marketing merchant business at Fingerhut Company/Federated Department Stores, at the time the nation’s second largest catalog company, based in Minnetonka, MN.
  
• Senior Vice President at Fleet Financial Group in Boston, MA heading up Delivery Planning and Channel Management at the Retail Distribution Group for the entire bank footprint in New England, New York, and New Jersey.
  
•  Senior Vice President and Group Executive at Wachovia Corporation, responsible for Channel Planning, Consumer Products, Mass Consumer Segment and Electronic Banking in Winston-Salem, NC.
  
• Resident Vice President, Commercial and Corporate Banking at Citibank, N.A, in San Juan, PR.

MEMBERSHIPS

He also serves on the Board of the Greater Miami Chamber of Commerce, where he is Vice Chair of the Education Committee, the  Board of The Miami Foundation, and the Board of the Commercial Industrial Association of South Florida.   Previously served on the Board and was chairman of the Audit Committee of The Community Foundation of Central Florida.

Was appointed by Governor Jesse Ventura to the State of Minnesota Latino Affairs Council.  He also served on the boards of Cocorojo LLC, an e-commerce joint venture with leading Spanish-language television broadcast Univision, and also at another direct merchant based in New York City. 

RECOGNITIONS AND AWARDS

Rafael has received from the U.S. Postmaster General, the U.S. Postal Service Industry Excellence Award for Multicultural Direct Marketing and has been cited in various national periodicals (Charlotte Observer, Minneapolis Star-Tribune, Orlando Business Journal, Caribbean Business among others) and international publications (Nikkei Journal, Business Week, Advertising Age, DM News, and others).  He has also been a speaker at multiple industry conferences (American Institute of Banking, Direct Marketing Association, International Quality and Productivity Center, just to name a few).   He and his wife, together with their sons reside in Miami, Florida.