Luiz Carlos Trabuco has devoted his career to the Brazilian banking giant known as Bradesco and has served as their CEO since 2009 when he succeeded Márcio Cypriano. He started with the company as a clerk in 1969 and has steadily progressed up through the ranks ever since. His experience and knowledge of their business culture are rivaled by few others and he is an example of the continuity and renewal that they practice. The CEO position at Bradesco is an important one and Trabuco, as he is commonly known, provides a steady, talented hand to guide them.
Trabuco’s career began when he served as a clerk and was given the opportunity to gain valuable experience with direct customer contact. This enabled him to develop a fine sense of what drove Bradesco’s customers and what products and services would be worthwhile to offer them. He served in this way for two years until he was transferred to the company headquarters in São Paulo. This was the beginning of his journey throughout many corners of Bradesco and it was a time of growth and development of his financial skills.
The University of São Paulo is where Luiz Carlos Trabuco pursued his college degree and he was successful when he graduated from the Faculty of Philosophy, Science, and Letters. It proved to be an unusual path for a banker as they mostly pursue degrees in Finance and Business. However, Trabuco was a quick study in the world of finance and his skills grew exponentially throughout his early years.
Trabuco served in the Marketing division of Bradesco and he was successful when he implemented a very important reform. For the first time in their history, Bradesco established a relationship with financial reporters and engaged in publicity campaigns. He showed a modern sensitivity to the importance of communicating via the financial press. This substantial reform effort led to an increased awareness of Bradesco’s branding in the public’s mind.
The Insurance division of Bradesco is where Trabuco consolidated his role as one of Bradesco’s top rising executives. He led this division to unprecedented revenues and markedly improved their performance on the company’s bottom line. The contribution of the lion’s share of company profits stood out in its superlative performance and Trabuco was singled out as a candidate for the CEO position.
As a result of this successful time as the leader of Bradesco Insurance, Trabuco was twice singled out for high praise when he was named as the Insurance Personality of the Year. Because of his skill and management, Bradesco strengthened their leadership position in the Brazilian market and in Latin America. This led to his promotion to the CEO and he took over at a sensitive time in global finance.
The world was held fast by the Great Recession when Trabuco assumed leadership duties and they had recently lost their position as the top private bank in Brazil. Trabuco helped them refocus their lens on core business practices until he could engineer a bold move. Initially, their energy was spent on improving customer service and organic growth to fuel performance.
In 2015, Bradesco acquired the Brazilian branch of HSBC in a blockbuster deal that sent shock waves throughout the industry. It was the largest deal of its type during that year and it earned Trabuco a prestigious award when he was named as the Entrepreneur of the Year in Finance by DINHEIRO. It was a master stroke that put Bradesco back into the fray for market leadership. It would have taken them six years of organic growth to equal the results of this deal.
Luiz Carlos Trabuco is soft-spoken and quick with a wide smile to put people at ease. He is down-to-earth and avoids overt displays of wealth and success. Despite serious talk that he would Brazil’s Finance Minister he has chose to stay with Bradesco where his heart is.