International Financial Services Executive Profile
EDGAR
FERNANDEZ
305-662-2995 h
trostero@att.net
786-395-0311 m
Coral Gables, Florida
International Financial Services, Business Development, Wealth Planning, Fiduciary
Services, Private Banking Professional with extensive global reach, presence and
achievement, uniquely qualified to lead business development initiatives on a world scale.
Driven, fearless executive with a wellspring of fresh new ideas, a solutions-oriented,
dynamic Leader with a reputation for exceptional industry and professional credibility, a
commanding presence who engenders excitement, camaraderie and loyalty, thriving in and
striving to crush the competition.
A legacy of accomplishment for several of the largest, most respected international
financial brokerage firms, personally on-boarding significant pieces of business of as much
as $140M.
An honest and transparent leader who takes charge from day one and gains wide
acceptance for selected products with a take-control, approachable leadership style, much
emulated, that still endures.
A forward-thinking product development specialist who affords creative, individualized, and
highly tax-efficient international planning strategies, while speaking the language of
entrepreneurship.
A long successful record of handling high net worth clients through the billion-dollar-plus
level, with typically exceptional and fast results, thriving in fast-paced, high-pressured
environments, consistently reaching and surpassing metric goals, starting from zero
production every year and growing to the multiple millions in annual revenue.
An avid world traveler with multilingual fluency who’s conducted good and profitable
business across continents and regions (Central/South America, the Caribbean, Western
Europe, Asia), culturally sensitive to national diversity and smoothly navigates between these
worlds, and brings an American perspective to the Latin market within the PE/VC framework.
Core Expertise
Business & Product Planning & Development • Sales • Strategic Planning • Teambuilding, Leadership, Training,
Motivation • Territory Management • Private Banking • Product Marketing and Commercial Activity • Negotiations •
Sales Process • Sales Training • Cost Benefit Analysis • FINRA • FATCA • International Trust Services • Product
Lifecycles • Client Relationships • Real Time Customer Service • Presentations • Pricing • Distribution Network
Management • Marketing • International Socioeconomics • Currency Valuation
Selected Contributions
 Track record of 20+ years of highly profitable business development in Latin America,
achieving $13M in annual revenue (annuitized) book of business growth with total assets of
$22B, 41% pretax margins, 52% of global business in Latin America, for Merrill Lynch
 Record of developing and stewarding P&Ls as large as $13M, driving annual revenues of
$11M and net contributions exceeding $6M
 Took the lead in bringing to Morgan Stanley $140M+ in assets under trust-based
international wealth planning structures from competitors
 Drove development of an $11.8B International Trust business generating $22.8M in annual
revenue and delivering a pre-tax margin of 41%
 Established Merrill's Florida Trust start-up branch office, driving sale of traditional fiduciary
services to the domestic client base
Experience & Value
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Served as Business Manager for the Latin American market, including, establishing
international trusts to bring incremental assets to brokers throughout the US and Latin America
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Adaptable to new markets as conditions dictate. Instinct for picking the right or best products to
maximize profitability for the client’s unique circumstance

Always ahead of the game to ensure the right products are offered that will best stimulate
demand in the coming year

Insightful problem-solving skills to streamline process and prevent impediments to legal
compliance and back office management issues

Well-versed in the business and financial taxation laws and regulations of numerous countries

Provide leadership in the creation of business models, services, and independent providers of
international trust-based planning solutions for non-US citizens

Serve as outsource, ie, liaison to clients, bankers, brokers, financial advisors, financial
institutions independent fiduciary / trustee service providers, lawyers and respective clients,
placing the most suitable international trust arrangement and driving development of
International Trust Services

Spearheaded development of a start-up global International Trust business focused on meeting
the wealth planning needs of non-resident / non-citizen clients of the US for Morgan Stanley

Built and led a Sales & Marketing team of up to 11 professionals at Merrill Lynch, developing
International trust arrangements for non-resident clients in offices in Argentina, Brazil,
Venezuela, Panama, Uruguay, and Chile, as well as in the US

Successful track record of structuring and selling offshore trust-based products and related
services

Successfully developed, priced and coordinated an array of offshore and other international
products & services

Provided essential, comprehensive training to sales teams focused on increasing international
trust account relationships and other fee-earning business such as investment management
services. Conducted extensive corporate trainings in NYC, Princeton corporate campus and
other major cities in Latin America and the US
trostero@att.net
Edgar Fernandez
786-395-0311

Exceptional record of employee retention based on providing a comfortable and supportive
work environment in which all voices are heard, promotions are winnable, compensation and
bonuses are generous

Expert in the Latin American market, immersed in and successfully fighting for the right pricing
for products

Readily establish enduring client connections for impressive knowledge of products, effectively
communicating using the clearest, simplest, universal language

Took the lead in developing long-term, trust relationships with high-net worth individuals while
serving in roles as Account Officer, Trust Officer, Assistant Vice President and Vice President,
driving new business development in International Private Banking

Interfaced with Senior Accounts Officers, Compliance Departments, Corporate Legal
Departments, Offshore Banking Offices
Career History
International Wealth Planning Solutions LLC, Coral Gables, Florida

Founder / Managing Director – Latin America
2012 – Present
Banco Santander International, Miami, Florida

Senior Vice President, Head of International Wealth Planning, Latin America
2011 – 2012
Morgan Stanley, Miami, Florida

Director of International Trust, Executive Director
2010 – 2011
Merrill Lynch, Miami, Florida
1989 – 2010
Merrill Lynch Bank and Trust Company (Cayman) Limited, Representative Office

Director - Regional Trust Coordinator
Merrill Lynch Trust Company, Coral Gables, Florida

Vice President - Regional Trust Manager
Earlier Career Success in International Business Development roles


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Citibank / Citicorp in New York City
Cititrust in Nassau, Bahamas
Bank of Boston
Barclays Bank PLC
Education & Development
University of Miami, Coral Gables, Florida
B.B.A. - International Finance and Marketing
Fluency in English and Spanish, working knowledge of Portuguese.
TEP - Trust & Estate Practitioner Designation, Society of Trust & Estate Practitioners / STEP
trostero@att.net
Edgar Fernandez
786-395-0311