When it comes to the Brazilian economic life, only few people have the level of influence as Luiz Carlos Trabuco. As the current President of the country’s largest banking institution, Bradesco, Trabuco has demonstrated effective management and leadership skills, all of which have restored the bank to its former leading position in the banking industry. Born in Marília in the year 1951, Trabuco is a graduate from the University of São Paulo.
Before his appointment as the bank’s President, Trabuco had worked in all the necessary hierarchical levels of the bank. Specifically, he joined the bank in the year 1969 as a clerk and since then he had worked for 40 years before taking the lead as the bank’s president. Working in all the hierarchical levels is an integral part of the institution’s organizational culture. Given his great influence in the Brazilian economic life, Trabuco is followed closely by prominent individuals in the country including business entrepreneurs and politicians. As result, his advice and opinions are featured prominently in the country’s magazines and newspapers.
Trabuco is popularly known as Trebuchet in the Brazilian market. The Board of Directors of Bradesco appointed him to replace the former President, Marcio Cypriano in March 2009. This move was taken because Bradesco’s status does not allow for presidents who are over 65 years of age. It is important to note that Cypriano left the command as the institution’s President with a great performance. Having worked in the company for 10 years, Cypriano had enhanced Bradesco’s market value.
Trabuco thus became Bradesco’s fourth President after 65 years since the institution was founded. This means that three presidents had worked at the bank before Trabuco’s appointment to its leading role. The other three presidents were Lazaro Brandao, Aguiar, and Cypriano. Having worked at the bank for four decades, Trabuco was very conversant with the bank’s organizational culture. Specifically, he had worked in various key strategic areas including pension as well as marketing. In addition, he had previously served in the position of Vice President at the bank.
Luiz Carlos Trabuco Cappi was appointed as the Bank’s Vice President while he was 47 years of age and he held this position for several years till 2009. His work at the bank caught the attention of the Board of Directors while he was serving as the head of Bradesco Seguros. Under his command as the head of Bradesco Seguros, the institution’s market share rose from 23 percent to 25 percent of the total awards. Similar, the insurer’s contribution also increased from 26 percent to 35 percent. Just like his predecessor, Amador Aguiar, Trabuco was born in Marília, São Paulo (SP). Trabuco’s leadership style is also similar to that of Amador Aguiar.
Since he was appointed as the bank’s President, Trabuco has made positive contributions to the bank in an attempt to outperform its key competitor in the banking industry, Itaú Unibanco. Notably, he made one of the most remarkable moves by purchasing the Brazilian subsidiary of the Hong Kong and Shanghai Banking Corporation (HSBC). This move facilitated the institution to attain unprecedented growth in just one year. Such growth could have been attained after six years were the company to rely on organic growth – improvement of the company’s internal performance.
Apart from his effective leadership and management style, Trabuco has developed simple habits which contribute to organizational performance. Particularly, he often arrives punctually at the bank, typically at around 7:00 a.m. and works for 18 hours a day. Generally, he extends the workday to the business dinners. Until now, he has received two awards as the personality of the year.