Luiz Carlos Trabuco has served as the CEO of the Brazilian bank called Bradesco since 2009 when he succeeded Márcio Cypriano to take the reins of leadership in accordance with their policy of continuity and renewal. He has attained a wide range of experience throughout the many divisions of the bank which gives him a great perspective to lead the entire organization. His understanding and knowledge of their business traditions and culture are unprecedented among his generation.
Trabuco, as he is best known, has served his entire career at Bradesco and began in 1969 when he started out as a clerk in his hometown of Marília. This gave him a good understanding of front-line customer service and had a positive impact on him in going forward. For two years he gained valuable insights and experience in this critical portion of the banking business.
His next stop was the company’s headquarters in São Paulo, where he set out on a path of steady growth and development as a manager cultivating sophisticated financial skills along the way. He has served in major undertakings throughout the bank such as Marketing, Insurance, and Pensions to name a few. At each stop, he added to his considerable knowledge of their operations until the whole picture came into focus for him.
Trabuco showed an innovative spirit when he was the head of Bradesco’s marketing efforts. He modernized their communications when he established for the first time in their history a relationship with the financial press. This has increased their publicity and brand awareness in the public consciousness and shows the fact that Trabuco is a good mix of innovation and tradition.
Another accomplishment that Luiz Carlos Trabuco had a hand in when he was the top manager in Marketing was the large deal that saw Bradesco sponsor the Christmas Tree of Lagoa, in Rio de Janeiro. This entailed putting the name of one of the bank’s major divisions, Bradesco Seguros or Insurance, out in front of the public during the special Christmas season.
One important stop during the career of Trabuco was when he was the top manager of their Insurance division. He served here from 2003-2009 and was the driving force behind their substantially increased performance, which made an important contribution to the overall health and prosperity of the company. The size of their Insurance division doubled during this time and they solidified their hold on market leadership in Brazil and in Latin America.
Luiz Carlos Trabuco was named twice as the Insurance Personality of the Year in acknowledgment of his outstanding efforts and his name was also put forth as a possibility for the CEO position when Márcio Cypriano stepped down. He was spoken highly of by senior executives at Bradesco and by others from outside the company with financial backgrounds.
In 2009 Trabuco was appointed to the position of CEO by the board of directors at Bradesco and it came upon the heels of an excellent performance by his predecessor Cypriano, who had pursued acquisitions as the primary avenue of growth when market conditions were better. Under difficult macroeconomic circumstances, Trabuco assumed control and helped refocus Bradesco’s efforts on core functions.
Organic growth has characterized the tenure of Trabuco and under his leadership, the number of account holders has increased remarkably. He has taken the company from 20 million to 27 million account holders and the steady progress has increased the company’s strength.
There is one important acquisition that Trabuco engineered in a testament to his sophisticated financial skills. In 2015 Bradesco acquired the Brazilian branch of HSBC in the largest deal of its kind during that year. For his instrumental role, he was named as the Entrepreneur of the Year in Finance by Isto É Dinheiro Magazine. It was an example of his multifaceted skills in leading Bradesco successfully.