Few executives are influential in the Brazilian economic life such as the president of Bradesco. The available professionals are tested by the credit operations of some of the largest financial projects in the country. Advantaged to their ranks, their opinions and views are closely monitored by political leaders and businesspersons. Later on, their opinions are published in magazines and local newspapers.
In latest news, the second largest bank in Brazil, Bradesco, announced the person who was going to enjoy these privileges as Luis Carlos Trabuco Cappi. Aged 57, Carlos was appointed the fourth president in Bradesco’s 65 years of history, he was named to succeed Marcio Cypriano. Trabuco was named the desired candidate because of his 40-year experience in strategic areas of work in the company. Additionally, his strong identification with the culture played as an advantage having gone through sectors such as the insurance and pension sectors.
About Carlos Trabuco
Owner to a fine humor and a noticeable broad smile, Trabuco does not make the typical look of a banker. The father of three is a simple and calm individual who enjoys making new friends. Unlike majority of bankers who graduated with accounting and finance degrees, Trabuco graduated with a philosophy degree at the University of Sao Paulo. He did his postgraduate studies in physiology at San Paulo’s School of Sociology and Politics.
Trabuco started working in Bradesco in the year 1969 as a clerk. Two years later, he moved to the company’s headquarters in San Paulo. He continued growing and by the year 1984, he was appointed the director of marketing. Between 1992 and 1998, Trabuco served as the executive director and president of Bradesco’s private company based in San Paulo. One year later, he was promoted to executive vice president and did not stop putting more effort in his hunger for success. In the year 2003, Trabuco was named the president of Bradesco’s insurance company. He held the position until his latest promotion as president.
In the mid 1980’s, when he was working at the company’s marketing board, Trabuco was responsible for the modernization of the bank’s publicity. He significantly made the company’s popularity rise due to his involvement with the media in his efforts to promoting the company’s insurance. Under his management, the company’s share profit doubled up from 35% to 25% and became the largest increase in Latin America region to be ever registered. However, his latest appointment as the company’s president would not be a walk in the park due to the unfavorable economic environment the company was facing.
Luiz Carlos Trabuco Cappi was assuming presidency in an unfavorable economic environment where the financial sector in Brazil was decelerating rapidly. In addition, he was bound to face more difficulties due to the latest competition placed upon them by the new competitor. Bradesco was reported to have lost their position as the leading bank in Brazil to Itau Unibanco. The new bank intended to be first multinational bank in the financial sector and therefore purchased majority of the medium banks in Brazil. Their purchase not only made them the leading bank in asset ownership but also in market shares.
Maintaining market leadership has always been Brudesco’s first priority and therefore the company’s board of director did not welcome its competitors move. Trabuco’s appointment was critical to the company mostly during the time it was facing major issues in the economy and competition. For as much as the board of directors had faith in Trabuco’s leadership, they expected him to work on gaining ground to their previous position. According to the analyst, despite the heavy loss suffered in the crisis, Trabuco was insinuated to be the key to Bradesco’s lost glory.
Learn more about Luiz Carlos Trabuco Cappi: https://www.youtube.com/watch?v=2rHJJsoj7XQ