Beginning and ending one’s career in one organization is a dream that many have, but only a few realize. It is even rarer where one begins at an entry position and ultimately ends up as the leader of the organization. This scenario describes Luiz Carlos Trabuco’s rise to the helm of Bradesco.
His journey was made even more difficult by the fact that Bradesco is the second largest private bank in Brazil. With every promotion he got, he had to outdo equally qualified individuals from within and outside the company. That said, his quality shorn all through and he went on to become only the Bradesco’s fourth ever president in its seven-decade history. His performance at the head of the bank in the time since his appointment is more than enough proof that he was deserving of the appointment.
25 years after Bradesco was founded by Amador Aguiar, Luiz Carlos Trabuco was born in the Brazilian city of Marilia. As fate would have it, his birth city was the location at which Bradesco opened up its first branch. From that point on, his destiny seemed to be intertwined with that of Bradesco. Aged only 18, he joined the bank as a clerk at the local Marilia branch. He was soon promoted to the head office and quickly rose up the ranks to be named a marketing director in 1984. He continued to impress and earned the promotion to become the executive director of the bank’s pension subsidiary in only eight short years. By 1999 he was considered by many in the company indispensable, a fact that was proven by his appointment to become Executive Vice President the bank’s insurance subsidiary, Bradesco Seguros.
In 2003, Luiz Carlos Trabuco took over as the president of Bradesco Seguros. He held the position for six years and in that time managed to successfully defend the organization’s standing as the top company in the insurance industry. At the time of his leaving, Bradesco Seguros had a highly respectable market share of 25%. Equally, he also grew the subsidiary’s overall contribution to the group’s returns by approximately 10%. He won a number of accolades as a result of his output at Bradesco Seguros, including being named the Insurance Personality of the Year twice.
Bradesco has long been an ambitious bank, and Luiz Carlos Trabuco has ensured that it has remained true to its ambition. Just as his processor, Marcio Cypriano did before him Luiz Carlos Trabuco has continued to expand Bradesco exponentially. For example, the shrewd purchase of HSBC Brazil in 2015 for slightly more than five million dollars pushed Bradesco to become the largest privately-owned bank based on a number of metrics, including bank accounts held and overall branch network coverage. Where it has not been possible to acquire smaller banks, as it was long the case following the 2008 global financial crisis, Luiz Carlos Trabuco has ensured that the bank has continued to grow organically. For example, in 2009 alone there plans to open up more than 200 new branches in locations all across the country.
One of the few things Luiz Carlos Trabuco has changed at Bradesco is creating a corporate university by the name Unibrad. The university has allowed employees and executives at the bank to be personally mentored by Luiz Carlos Trabuco and other senior executives. The result has been a more capable workforce that can adequately drive towards the organization’s goals and objectives. Luiz Carlos Trabuco has also not hesitated to bring in talent from outside the bank if the individuals in question are better qualified than those at the bank.