Luiz Carlos Trabuco is among few executives in the Brazilian economic life who have achieved unprecedented success and recognition.
He is currently the president of Bradesco, the leading insurer in the Brazilian insurance and banking industry. Trabuco was born in the city of Marília where Bradesco originated. He later joined University of São Paulo from which he graduated under the Faculty of Philosophy.
Prior to his appointment as the President of Bradesco, Trabuco had worked in various hierarchical levels in the bank. He began working at Bradesco in the year 1969 and since then he has received various promotions due to his determination, persistence, and wisdom. Bradesco’s headquarters is located in the metropolitan region of São Paulo – the city of God. It is at this headquarters that the executives of the bank including the President are normally chosen through a rigorous vetting exercise. The fact that Trabuco was chosen to become the President of Bradesco under this rigorous selection exercise means that he was fit for the position.
Indeed, all the previous presidents of the bank had undergone the same vetting process. Just like Luiz Carlos Trabuco Cappi, the former presidents have never disappointed the bank’s key stakeholders. Trabuco was appointed by the bank’s Board of Directors to lead the bank as the President from March 2009. Until then, he had been working as the executive Vice President at the bank. He had also served for 40 years at the bank before becoming his appointment as the Vice President. Thus, he was considered the most suitable candidate for the position of presidency under the bank’s organizational culture which focuses on “continuity and renewal.”
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Trabuco could have been appointed to the bank’s lead position earlier on except that he was a bit younger during the time and the position was taken by Cypriano. He was only 40 years of age by then and thus he was considered to be “too young” for the position of presidency in accordance to the banking institution’s standards. Other prominent executives who had served as presidents at the Bradesco include the bank’s founder, Amador Aguiar, and Lazaro Brandao. While the Board of Directors did not approve Trabuco for the position of presidency at the Council’s first meeting, it was not a coincidence that he was chosen at the second meeting which was held on March 2009 as the most suitable person for that position.
One of the most remarkable things regarding Trabuco is that he assumed office as the President of Bradesco at a time when the bank had lost its market share to Itaú Unibanco. He once claimed in an interview that the leadership of the company was the bank’s main goal but rather providing the best services to the clients in the municipalities in which it operates. One of the strategic moves to restore the bank to its leading position in the Brazilian banking industry was the acquisition of the HSBC’s Brazilian subsidiary. In light of this, Trabuco bought this subsidiary for US$5.2 billion. This strategic facilitated the company to gain more account holders. In addition it also led to the growth of the bank’s total investment funds as well as its branch network. Indeed, the move enhanced the bank’s overall growth within a year. Some financial analysts have argued that it could have taken the bank 6 years for it to achieve the same growth through organic growth.
After taking office as the President of Bradesco, Trabuco established a corporate University. Similarly, he also held discussions with the executives at all the hierarchical levels of the bank while seeking to renew leadership. In order to achieve this, he established a comprehensive plan for promoting the executives to the top leadership positions.
Learn more about Luiz Carlos Trabuco Cappi: http://www.tostoadv.com/bradesco-quer-mudar-regra-para-trabuco-ficar-no-cargo/