WASHINGTON — Remembered as much for his kind-hearted sense of humor as for his long tenure as a leader on consumer banking issues, Joe Belew, the president of the Consumer Bankers Association died suddenly Wednesday.

Mr. Belew, 60, spent three years in the group's government relations division before becoming its president in 1987, where he worked to make the trade group a leader on retail banking matters like student lending, credit cards, and auto financing.

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