Luiz Carlos Trabuco has spent his entire working career with the Brazilian bank of Bradesco and has steadily risen through their ranks until he reached the influential position of CEO. He has spent time managing various divisions within the company and has learned their business culture and procedures until he has become an expert. He is a prime example of Bradesco’s practice of continuity and renewal which has helped them realize success for decades. Under Trabuco, as he is known in financial circles, they have grown steadily by organic means and the occasional acquisition.
The year was 1969 when Trabuco started with the company as a clerk in his hometown of Marília. For two years he saw firsthand how customers interacted with the bank’s staff and the foundation for excellent customer service was laid during this time. He then transferred to the company headquarters in São Paulo where undertook a path of steady growth and development as a banker.
Trabuco took an unorthodox route in pursuing higher education at the University of São Paulo. Most banking personnel take courses in finance, economics, or business, however, Trabuco received a degree from the Faculty of Philosophy, Science, and Letters. Over the years he has developed sophisticated financial skills in all facets of Bradesco’s business which has taken him and the company far.
The time that Luiz Carlos Trabuco spent leading the Marketing efforts of the company was notable due to his implementation of substantial reforms which modernized and updated their programs. Prior to the reforms initiated by Trabuco, they had no relations with the financial press and for the first time, they engaged with the media and publicity. This has increased their branding among Brazilians and has improved the transparency of the bank’s operations. Trabuco demonstrated a solid understanding of modern business principles with this initiative.
The Insurance division of Bradesco is where Luiz Carlos Trabuco realized an amazing level of success with his leadership. The profits generated by the Insurance division were raised significantly and substantially improved the company’s bottom line performance.
Trabuco was honored for his performance when he was twice named as the Insurance Personality of the Year. This remarkable performance put his name in the running to succeed Márcio Cypriano as Bradesco’s CEO. Many executives both within and without Bradesco spoke favorably of Trabuco and acknowledged his vast knowledge of the company’s business culture.
In 2009 Trabuco was appointed as the fourth CEO in Bradesco’s history and his time spent leading the company has been noted for their steady organic growth patterns. The Great Financial Crisis was raging when he assumed the duties as CEO and they had recently lost their spot as market leaders in the private segment. However, Trabuco brought them successfully through the soft economic conditions and positioned them to be ready for a major acquisition.
The acquisition of the Brazilian branch of HSBC for US $ 5.2 billion was a clarion call that Bradesco was back in the running for market leadership. It was the largest such deal of its kind in Brazil that year and it earned Trabuco a distinct honor when he was declared the Entrepreneur of the Year in Finance by Istoe Money. This financial deal was the equivalent of six years worth of organic growth in one bold stroke and it was an illustration of Trabuco’s multifaceted skills base.
Luiz Carlos Trabuco has followed the pattern set forth by previous top executives at Bradesco. He avoids ostentatious displays of wealth and apparel and strives to be accessible to Bradesco’s customers. He is soft-spoken with a wide smile and works the normal schedule of a high-ranking official at a major financial institution like Bradesco. He works all day and sometimes will enjoy dinners which are also business related. He is married and the father of three children.