Luiz Carlos Trabuco is the CEO of Bradesco and they are one of the largest private banks in Brazil. Trabuco, as he is widely known, has served as their top leader after a decades-long apprenticeship where he served in the major divisions of the bank and developed a wide range of knowledge about their business culture. His financial skills belong in the top echelon of talented executives and in one recent listing, he came in at number 24 of the 60 most powerful in Brazil. He was appointed to the position in 2009 and he succeeded another influential Bradesco CEO, Márcio Cypriano.
Trabuco began his service with the company in 1969 when he was hired as a clerk in his hometown of Marília. This happens to be the place of Bradesco’s founding by Amador Aguiar in 1943 who is considered to be a legendary figure in Brazil. His time spent as a clerk was two years and he gained significant front-line customer service skills which became a solid foundation for his later efforts in managerial positions. He was then transferred to the company’s headquarters in São Paulo, where he embarked upon a path of growth and development that saw him manage major divisions in the bank such as Marketing, Pensions, and Insurance.
The University of São Paulo was where Trabuco attended college and he received a degree from the Faculty of Philosophy, Science, and Letters. This was an unusual course, as most top banking executives are educated in Finance or Business as they start their careers. However, Trabuco’s financial acumen cannot be doubted as he has built up tremendous skills at the highest levels of the bank in his remarkable history with the company.
The Marketing division is where Luiz Carlos Trabuco had a significant impact with his reform of their communications. He modernized their approach by developing for the first time in their history a relationship with the financial media in Brazil. They had gone for decades without publicity and Trabuco showed an ability for innovation and modernity with this initiative.
Another landmark for Bradesco and Trabuco in their marketing division was their long-term sponsorship of the Christmas Tree of Lagoa, in Rio de Janeiro. This was one of the largest marketing campaigns during the era and it brought attention to Bradesco Seguros, their Insurance division.
Bradesco’s market-leading Insurance division was where Trabuco made his biggest impact in his various managerial posts. The performance under his leadership was extraordinarily good and they doubled in size within a few years after he assumed control. His efforts here did not go unnoticed and he was twice named as the Insurance Personality of the Year. Additionally, he became the frontrunner to serve as their next CEO on the back of this strong performance and his wide range of experience at the bank.
In 2009 Trabuco was appointed to the CEO position by the board of directors at Bradesco and he took over during a sensitive time as the world was in the grip of recession. He brought them safely through the economic softness created by the Great Recession and helped them refocus their efforts on organic growth after a wave of acquisitions by his predecessor. The number of account holders has increased substantially with his efforts going from 20 million to 27 million.
A serious effort to regain market leadership was made in 2015 when Trabuco engineered a blockbuster deal to acquire the Brazilian branch of HSBC. This deal was the equivalent of six years worth of organic growth and Trabuco was given recognition for his role by Isto É Dinheiro Magazine when he was declared to be the Entrepreneur of the Year in Finance. It is an illustration of his knowledge and skills as he continues to lead Bradesco.
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