Considering that Trabuco leads one of the biggest banks in the country, you are sure that he has an iron will and is a tome of knowledge within the finance industry. He has been working with banking since a very young age, so he knows what it takes to create one of the biggest banks in the world. Since becoming CEO of Bradesco, the company has held steady in its ranks for many years.
Bradesco has been operational since the 1940s, in which it started as a small town bank outside of Sao Paulo. The company had mostly been lead by the founder Amador, but it has had 2 CEOs since his death. Luiz Carlos Trabuco Cappi is the most recent CEO since the previous leader had to retire due to age restrictions.
It was not so easy for Trabuco to take over operations of the company. Doom was looming around the corner since rival companies were starting to merge. They have even lost their reputation as the largest company in Brazil since two other large banks merged to create a monster. This had caused panic within the company from the start, which is why they had to make Trabuco the new CEO.
Luiz Carlos Trabuco Cappi has spent most of his adult career working within banking. Since the age of 18, he had worked for a branch of Bradesco in a lowly clerk position. While he worked full time, he also studied at his local University. What makes him so unique is that he studied sociology instead of finance like his peers. This may be the secret to why he has a unique insight into the banking world instead of just thinking about numbers and marginal gains.
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When Luiz was invited to the executive club in the 1980s, he was assigned to be the marketing director. This was when he would really show the company what he was made out of. He had taken a very aggressive marketing stance, even though Amador had preferred to keep the company quiet in the public’s eye. Luiz had made close contacts with media agencies and frequently released PR campaigns that would boost the popularity of the company. This is one of the factors that made the company become the largest bank in Brazil for the longest time. This decision also is what made him a candidate to become the successor of Amador after his death.
The markets in Brazil has also been in a decline for the past decade. This is not at the fault of Bradesco necessarily, but rather the market has been declining due to poor government policies, inflation, and uncertainty amongst foreign investors. Bradesco is still making a profit within their lending services, but profits are not quite the same as before. This is one of the greatest challenges that Trabuco must tackle during his administration.
Overall, Luiz is a different type of CEO. Instead of living the high life like most other high-earning executives, he prefers to be in the company of his family on the weekend. He is soft spoken, analytical and a very kind person during his business negotiations.
Bradesco has over 5,000 branches around the country, so it is hard for the average Brazilian not to know about the company. They also have cash machines in just about every supermarket, convenience store and pharmacy around the country. They also offer a wide variety of financial services that includes lending, internet banking, mortgages and more. They also offer a private pension plan that serves as an extension to the government’s public retirement plan.
Learn more about Luiz Carlos Trabuco Cappi: http://istoe.com.br/5442_NOVO+COMANDO/