When he joined Bradesco 47 years ago as a clerk, Luiz Carlos Trabuco was only eighteen. It is conceivable that very few people, including him, envisioned that he would one day be the CEO of one of the largest banks in Latin America, and the second largest private bank in Brazil, Bradesco. However, the CEO position was not handed to him on a silver platter; the executive had to put his best foot forward. He had to demonstrate beyond doubt that he shared Amador Aguiar’s (the founder of the bank) vision of establishing a world-class institution that is customer-centered.
Just like Amador Aguiar, Luiz Carlos Trabuco was born in Marília, a place that is fondly referred to as the “birthplace” of Bradesco. However, Luiz Carlos Trabuco shares more than just a place of origin with the late Amador Aguiar. He is a visionary leader whose style of leadership closely resembles Amador Aguiar’s style and other CEOs that came after him. Luiz Carlos Trabuco embodies the spirit of Bradesco.
Before joining Bradesco, Luiz Carlos Trabuco attended the University of São Paulo. His undergraduate studies covered philosophy, sciences, and letters. He is also an alumnus of Fundação School of Sociology and Politics of São Paulo. Luiz Carlos Trabuco’s postgraduate studies on Socio-Psychology have influenced his career in different ways especially the cultivation of professional work relationships with all members of staff and other executives.
Luiz Carlos Trabuco would be promoted 15 years later from his entry-level position (clerk) to a relatively senior position of marketing director. He leveraged his new position to distinguish himself as a results-oriented employee. As soon as he assumed his new office, Luiz Carlos Trabuco sought to streamline the bank’s communication channels. His actions resulted in well-oiled communication systems that accommodated everyone including the Brazilian and the international media. Luiz Carlos Trabuco’s performance was hard to ignore, and in 1992 he got even a more prominent appointment, the executive director and president of Bradesco Previdência. In his new post, he oversaw some of the most significant transactions including the signing of a deal that would see Bradesco sponsor the Christmas Tree of Lagoa, in Rio de Janeiro for two decades.
Luiz Carlos Trabuco sustained his upward rise in Bradesco with an appointment in 1999 to be an executive vice president of Bradesco Seguros and four years later, to be the president of the insurance subsidiary of Bradesco. In just six years, Luiz Carlos Trabuco doubled the size of Bradesco Seguros regarding the amount of assets. During the first year that he took over the leadership of Bradesco Seguros, the company’s return on equity rose by seven percent, up from 22 percent. In a show of capability, for the six that he headed Bradesco Seguros, Luiz Carlos Trabuco maintained the return on equity rate above 27 percent. Also, Bradesco Seguros performance in the group’s results increased by nine percent to 35 percent.
With an impeccable track record, it was only fair that Luiz Carlos Trabuco was made the overall president of Bradesco in 2009. He has been serving in the mentioned position to date where he continues to serve Bradesco and its clients diligently. A notable occurrence during his tenure at the helm of Bradesco is the purchase of the Brazilian branch of HSBC for $5.2 billion. The deal which was struck in 2015 took the Brazilian financial industry by storm. Barons termed it “the largest transaction in Brazil in 2015.” In fact, Isto É Dinheiro Magazine honored Luiz Carlos Trabuco as the “Entrepreneur of the Year,” in the finance category. Most recently, the Forbes Magazine included him in a list of the “Best CEOs in Brazil.”