It is quite difficult to identify a business executive that is as influential in the Brazilian economy as a Chief Executive Officer of a financial institution with the sheer size as Bradesco. Trabuco has achieved multiple accomplishments, which include unbelievably large credit operations, and even a number of the largest financial projects, which are still in progress in Brazil.
Luiz Carlos Trabuco’s position as CEO, practically guarantees that his opinions will be followed and taken after by the majority of the key business and political leaders in Brazil. Due to this, what Trabuco says usually makes it to the headlines of important newspapers and influential magazine covers. Bradesco has never kept it a secret that it has systematically taken advantage of Trabuco’s extraordinary influence since Luiz Carlos Trabuco made it to the position of CEO at Bradesco. As a leader of the second largest Brazilian private, which is closely trailing the largest private bank, Itaú-Unibanco, Trabuco, who has reached his 60’s, shows signs that he will not be stepping away from the economy.
Luiz Carlos Trabuco was clearly chosen to replace Márcio Cypriano, who led Bradesco as the group’s third president. Luiz Carlos Trabuco became the fourth president at Bradesco since it was founded in 1943. Some even consider Trabuco to have been the third chosen president after Amador Aguiar, Bradesco’s founder, and first president since Aguiar was not chosen to be president as he was the founder. Trabuco is not a stranger to Bradesco’s corporate culture. He held different positions at Bradesco for 4 decades before he was chosen to be president. Trabuco worked his way up the corporate and hierarchical ladder and after he turned 47, he was chosen to become vice-president of Bradesco., Trabuco was involved in managing the private retirement funds and marketing area before he became the vice-president. When he was commanding the Insurance branch of the company – Bradesco Seguros, it was where the results made Luiz Carlos Trabuco attract the bank’s attention. His impressive results took Bradesco’s market share from 23% to 25%, and additionally, the percentage of Bradesco Seguros in Bradesco’s financial results went from 26% to 35% during Trabuco’s period.
Luiz Carlos Trabuco is from Marilia, São Paulo, just like Amado Aguiar, Bradesco’s founder. Trabuco is married and is the father of three children. Trabuco earned a Philosophy degree from USP (Universidade de São Paulo). Trabuco is considered to be quite discrete and to not display wealth in order to make himself easy to approach. People who know Trabuco recognize his sense of humor as mainly his large outgoing smile. Trabuco is not your stereotypical banker. Traditionally, bankers hold degrees such as Accounting, Business Administration, Economy, or Engineering. Luiz Carlos Trabuco earned a degree in Philosophy as well as a degree in Social Psychology from the School of Sociology and Politics of São Paulo (Escola de Sociologia e Política de São Paulo).
Luiz Carlos Trabuco was able to make Bradesco become a modernized bank. This change started to take place in the mid-80’s at the time when Trabuco was at the head of the marketing area. Trabuco was successful in changing the bank’s relationship with the media, which was very smooth prior to his leadership of the marketing department.
The standard that Amador Aguiar established for Bradesco was completely reshaped by Luiz Carlos Trabuco. Aguiar felt that Bradesco was supposed to offer the exact same services to every client. Trabuco was successful in changing this and segmenting Bradesco, which was a strategy that Bradesco’s main competitors had already done at the time. Bradesco currently offers overdraft protection to its clients and even offers Bradesco Prime agencies to high-income clients.
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