Luiz Carlos Trabuco’s Bona Fides Are Unassailable
It has recently been announced that major changes are coming to the upper-level management of Bradesco, the largest private bank in Brazil. The current chairman of the board, Lazaro Brandao, will be stepping down. In his place will be entering Luiz Carlos Trabuco, one of the most important employees in the bank’s history.
Trabuco was born in 1951 in the small town of Marilia, Sao Paulo. Although he got excellent grades throughout high school, his family lacked the funds to send him to college. As a result, he set out in the city where he lived to find his first job. He came across a help-wanted sign in a small local bank. That bank was Bradesco, at the time, little more than a local thrift institution with a handful of sleepy branches.
He was surprised to be hired. His employers were equally surprised at what a productive employee they had snagged. Trabuco proved throughout his first year at the bank that he was one of the most capable employees that the institution had ever seen. He was quick at learning tasks, good with numbers and displayed an uncanny aptitude for leadership. By the end of his first year, Trabuco had already been appointed to branch manager, a position that would serve as a gateway to bigger and better things within the firm. It seemed that the young man had found his calling.
During the decade of the 1970s, Trabuco focused intently on both work and his own education. Now making good money for the first time in his life, he decided to invest in himself. Whereas other youth his age were off chasing girls and spending their discretionary income on trinkets and entertainment, Trabuco decided to spend his evenings attending classes. By the end of the 1970s, he had attained a bachelor’s degree in business administration as well as a master’s degree in social psychology.
By this time, he was a regional manager for a rapidly expanding firm with country-wide ambitions. In 1984, he was given his first real executive role with the firm. Tapped to head up the bank’s marketing and PR division, Trabuco was about to begin his legendary career as a Bradesco executive.
At the time, the bank’s public image was in the toilet. Trabuco was able to implement a series of innovative changes, bringing the tarnished brand into a more positive light. By the early 1990s, polls were showing that Bradesco was among the most favorably viewed brands in the country.
Next, Trabuco was appointed to the head of the financial planning division. There, he began making some of the most important and long-lasting changes to the fundamental ways in which the bank approached its business. Recognizing the opportunity that the increasing number of ultra-wealthy individuals in the country represented, Trabuco decided to go after the high-net-worth market with a vengeance.
The strategy paid off like a slot machine. Within a few years, Trabuco had personally been responsible for tens of billions of dollars in increased deposits on the bank’s balance sheets. This allowed the institution to makes tens of billions of additional loans, a crucial factor in the firm’s rise from relative obscurity to a position of national dominance.
Throughout his career with Bradesco, Trabuco has been an instrumental player in some of the most important initiatives that have underlain the bank’s fantastic growth. As he steps into the role of chairman, it should be anticipated that his immense skill as both a business administrator as well as a visionary leader will be put to the same good use that have served him and the bank so well over the preceding decades.