The career of Luiz Carlos Trabuco has been characterized by strong devotion to his only employer which is the Brazilian banking firm of Bradesco. He has spent decades serving with them and gaining a deep understanding of their operations and unique business culture. He has spent time in various divisions of the bank developing his financial and leadership skills and some of them include Marketing, Insurance, and Pensions. His rise to prominence as their CEO has been as a result of steady growth throughout the years.
Trabuco, as he is best known, was educated at the University of São Paulo, where he graduated from the Faculty of Philosophy, Science, and Letters. This academic path marked a departure from the typical course of highly placed banking executives who normally pursue Finance or Business degrees. However, it has worked inordinately well for Trabuco and Bradesco as they remain one of the largest, private banks in Brazil under his leadership.
Trabuco began his career with Bradesco as a clerk in his hometown of Marília in 1969, which initiated his comprehensive range of experience with the company. Here, he got a taste of customer service at the local branch level to gain important skills for his later work as a manager. After this time, which lasted for two years, Trabuco was transferred to the company’s headquarters in São Paulo where he embarked upon a path of continual growth and advancement within the company.
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One noteworthy chapter in his journey with Bradesco was the time he spent as the head of their marketing efforts. He was instrumental as he initiated a significant reform, which modernized their communications. He established a relationship with the financial media for the first time in Bradesco’s history. This has enabled them to increase their brand awareness with the public and it shows Trabuco’s understanding of modern business practices.
A large marketing campaign was brought about by Trabuco when the Insurance division of Bradesco sponsored the Christmas Tree of Lagoa, in Rio de Janeiro. It was one of the largest such campaigns in their history and it was very popular with the public as it ran for 20 consecutive years. It brought a great deal of attention to Bradesco Seguros and strengthened the Insurance business.
Luiz Carlos Trabuco was the top manager at Bradesco’s Insurance division from 2003-2009. Under his leadership, the Insurance business flourished and enjoyed substantial growth and was a main driver for the company’s overall prosperity. They doubled in size during Trabuco’s tenure and strengthened their leadership position in Brazil and Latin America.
Trabuco received high praise for his efforts in leading Bradesco’s Insurance business when he was named twice as the Insurance Personality of the Year. His excellent performance also elevated his name into the conversation regarding the CEO position. He became the frontrunner as executives within and without Bradesco acknowledged that he would be a good fit for the job.
In 2009 Trabuco was appointed to the CEO position when he succeeded Márcio Cypriano to become only the fourth man to fill the position. He took over after Cypriano helped Bradesco grow substantially with acquisitions. It was also a sensitive time in the world of finance due to the Great Recession and its fallout. Trabuco successfully guided them through these economic soft patches and helped them focus on organic growth. His leadership has helped them add 7 million new accounts and increased their resources remarkably.
Luiz Carlos Trabuco received a high honor when he was declared to be the Entrepreneur of the Year in Finance by Isto É Dinheiro Magazine. This was for the massive acquisition that he engineered when Bradesco purchased the Brazilian branch of HSBC in 2015. It was a major milestone and illustrates his financial knowledge and abilities.