Luiz Carlos Trabuco Will Step Down As CEO

Luis Carlos Trabuco has been with Bradesco, one of the largest banks in Brazil, for longer than anyone, save his boss, Lazaro Brandao. The latter has been with the bank for an astounding 75 years, working for the firm, uninterrupted, since he turned 16 years old in 1943. Trabuco himself has likewise spent his entire career with the bank, coming on board in 1969, at the age of 18.

Climbing to the top of the corporate ladder

Trabuco first came to work at Bradesco shortly after graduating from high school. The young Trabuco had ambitions of attending college and getting an advanced degree in business, but he lacked the money to do so.

He saw a help-wanted sign on the door of a local bank. Bradesco, at that time, was a thrift institution local to the town of Marilia, with just a few branches. Trabuco applied and was hired at the bank. Over his first year, he proved to be a capable employee with an easy-going way towards customers. He was a fast learner and quickly mastered a number of different tasks.

By the end of his first year, Trabuco had already made it to the position of branch manager. By the mid-1970s, he was a district manager for the rapidly expanding bank, which was now becoming a regional force across the state of Sao Paulo. During this period, Trabuco was able to put himself through night school, even as he worked up to 60 hours per week. By the end of the 1970s, he had attained a bachelor’s degree in business administration and a master’s in psychology from the University of Sao Paulo, one of the most prestigious universities in the country.

Read more: Lázaro Brandão será substituído por Trabuco no conselho do Bradesco

In 1984, he was tapped to head up the bank’s advertising and public relations department. This was Trabuco’s first real executive role with the company. He quickly demonstrated the leadership and strong vision to get things accomplished. By the time he left the department, Bradesco ranked as one of the strongest brands in Sao Paulo.

In 1992, Trabuco was again appointed to an executive position being the president within the bank. This time, he was put in charge of the firm’s ailing financial planning division. Having been founded in the mid-1980s, the financial planning unit had struggled to achieve relevance within its market and was only generating a tiny fraction of the firm’s total revenues.

Trabuco quickly began making serious changes to the way in which the unit approached its business. He created a tiered banking system, doing away with the company’s previous method of delivering equal services to all customers, no matter how much they were worth to the bank. According to Trabuco created Bradesco Prime, a high-end banking service that was aimed at the high-net-worth market. The services included 24/7, on-call personal bankers, separate ultra-luxury facilities and even the ability of high-end clients to earn complimentaries, such as vacations at five-star resorts and first-class airfare.

The new strategy proved to be enormously effective. By the mid-90s, Trabuco had managed to virtually corner the high-net-worth personal banking market throughout Brazil. This produced an influx of tens of millions of dollars in new deposits to the bank, enabling Bradesco to rapidly expand its balance sheets and its loan portfolio.

Trabuco’s successes were noted by the top brass at the bank. In 2009, he was nominated to replace outgoing CEO Mario Cypriano. Trabuco ultimately proved to be a good CEO. He was responsible for the 2015 acquisition of HSBC Brazil, a move that significantly strengthened Bradesco’s strategic position.

Now, Trabuco will become the next chairman of the bank. If the past is any guide, the future of Bradesco looks good.

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Luiz Carlos Trabuco Cappi Exceptional Performance At Bradesco Company

The second largest bank in Brazil, Bradesco, was in the process of appointing its fourth executive president in its more than 60 years of existence. Marcio Cypriano, the current president was reported to have exceeded the required age limit of 65 years. As a result, the board of directors was prompted to engage in a discussion on the appropriate candidature for the presidential seat.

After careful consideration, it was decided that Luiz Carlos Trabuco Cappi was a worthy subject for the executive chair. However, his role was faced with several challenges since there was a new competitor in the market who had not only taken their position as the leader but had also surpassed them in asset ownership. Luckily, statistics revealed that according to his exceptional record of his performance in previous positions regaining the company’s position was not a hard task for him.


About Carlos Trabuco Cappi

Carlos was born in the year 1949 in Merilla, Brazil. The 47-year-old father of three undertook his studies at Sao Paulo University. Unlike his colleagues with accounting and finance degrees, Carlos studied a completely different subject of his field of work. With a degree in Physiology, Trabuco managed to secure a job at Bradesco in the year 1969 as a clerk. At the time, Bradesco had just set up their first office in his hometown under the management of Amador Aguiar. Two years later Trabuco decided to shift to the company’s headquarters in Sao Paulo.

In his hunger for success, the young banker exercised his recently acquired skills at his best. Luckily, in the year 1984, Trabuco was appointed the marketing director. This appointed acted as his foundation to success since he managed to attain leadership positions in several sectors. Between the year 1992 and 1998, Carlos played a critical role as the executive director in Bradesco’s private pension company in the city.

Among the strategic sectors, Trabuco played a key role was the marketing director position. In his position, his main task was to market and modernize the bank. Luckily, his achievement in the marketing position was exceptional. This was because, Trabuco was able to attract reporters in a company that was previously averse to media personalities. As a result Bradesco gained reputation, which therefore led to it gradual growth to success.

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