Luiz Carlos Trabuco’s Journey To The Helm Bradesco
If a list of the most influential Brazilians in the corporate world were to be drawn up, it would be incomplete without the name of Luiz Carlos Trabuco. He is the CEO of Bradesco, the second biggest banking and financial services companies in Brazil. Luiz Carlos Trabuco joined the 74-year-old group in 1969 when he was a teenager. Ever since he started working at Bradesco, he has never looked back, and he has been with the company for over 47 years. His presence at Bradesco has been felt by all and sundry.
Of course, when Luiz Carlos Trabuco joined Bradesco, he held an entry-level position (clerk). However, the executive carved a niche for himself as a results-oriented individual; something that made him rise through the ranks to the helm of the company. After over a decade at the organization, he was appointed the marketing director. As a results-driven person, Luiz Carlos Trabuco modernized the firm’s communication systems and leaned towards creating and maintaining cordial relations with the media.
Luiz Carlos Trabuco’s impressive work as the marketing director earned him the position of executive director and president of Bradesco Previdência in 1992. He served for six years in his new position. While he held the post, Luiz Carlos Trabuco committed Bradesco to sponsor the Christmas Tree of Lagoa, in Rio de Janeiro for 20 years in a row.
Luiz Carlos Trabuco continued to rise through the ranks of Bradesco with his appointment as the executive vice president of Bradesco Seguros in 1999. Three years later, he was declared the president of the subsidiary. As the head of Bradesco Seguros, Luiz Carlos Trabuco was in charge of eight branches including Capitalização, Bradesco Saúde, Bradesco Vida e Previdência, etc. It was during his tenure at the helm of Bradesco Seguros that Luiz Carlos Trabuco demonstrated his capability to manage a team and develop structures that favor growth. Bradesco Seguros grew by almost 100% to control over 25% of the Brazilian insurance market. Also, the subsidiary’s contributions to its parent company, Bradesco, increased by 10%.
In 2009, 58-year-old Luiz Carlos Trabuco with 40 years of experience was appointed the CEO of Bradesco. His appointment coincided with the dethroning of Bradesco as the largest bank equity and the largest private bank by assets in Brazil; the development was occasioned by the merger of Banco Itaú with Unibanco. Although the newly appointed CEO acknowledged the development, he affirmed that market leadership was not one of his priorities at the time. He was more concerned with improving service delivery by all the branches of Bradesco in all the municipalities of Brazil. To this end, he created Unibrad Corporate University that would empower the company’s employees to attain their individual goals as well as those of the company. Also, Luiz Carlos Trabuco sought to inject new ideas and leadership into Bradesco by appointing new professionals from outside Bradesco.
Luiz Carlos Trabuco and the initiatives he began have won numerous awards and recognition. In 2016, Luiz Carlos Trabuco was named by Forbes among the “Best CEOs in Brazil.” A year before, he was the “Entrepreneur of the Year” in the finance category. In 2009, just when he took over the leadership of Bradesco, he was considered to be among “100 most influential Brazilians.” Luiz Carlos Trabuco has been named Sectoral Business Leader, Business Personality of Insurance, Insurance Personal of the Year, and Meritorious citizen of Marília among other titles. In 2009, he was awarded the Don Quixote Trophy. GlobalCCU Awards named Unibrad “The Best Corporate University in The World.” Many people expect that Luiz Carlos Trabuco will succeed Lázaro Brandão, the Chairman of the Board of Bradesco.