When considering the Brazilian economic life, not many people can match Luiz Carlos Trabuco Cappi. Popularly known as Trebuchet, Trabuco is the CEO of one of the leading banks in the Brazilian banking industry, Bradesco. He was born in the year 1951 in the same city as his predecessor – Amador Aguiar, Marília, São Paulo. Trabuco holds a master’s degree in philosophy from the University of São Paulo. Both his effective leadership and management skills have seen him rise to the top Executive position of the bank.
Before becoming the President of Bradesco, Trabuco had worked in almost all hierarchical levels in the company. He started working at Bradesco as a clerk in the year 1969 and has been successively rising in the ranks for over 40 of his service at the bank. It is noteworthy that all employees at the bank are required to work at in all hierarchical levels before joining the Executive team and Trabuco was no exception. This is one way of ensuring that the Executive team members demonstrate an outstanding consistency to the level which cannot disappoint the company’s clients.
At only 47 years of age, Trabuco was appointed as to the position of vice presidency at Bradesco. He served as the Vice President for many years until the year 2009 when he became the CEO of Bradesco. It was while servicing as the vice President that the Board of Directors at Bradesco noticed his outstanding work and selected him for the position of CEO. Particularly, he contributed to the rise of the market share of Bradesco from23% to 25%. Similarly, he also contributed to rise of the bank’s contribution in the banking industry from 26% to 35%. Apart from the fact that both Trabuco and Amador Aguiar were born in Marília (SP), the two leaders share a lot in common including their leadership styles.
Other prominent individuals who had previously served as the CEOs of Bradesco before the appointment of Trabuco include Lazaro Brandao, Amador Aguiar, and Marcio Cypriano. Therefore, Trabuco was appointed as the fourth CEO of Bradesco in the 65 years history of the bank since its inception. Once he was appointed as the CEO, Trabuco sought for ways of outperforming its major competitor in the Brazilian banking industry, Itaú-Unibanco. He had to weigh the option of relying on organic growth – improvement in the company’s internal performance – and acquiring smaller banks within the country. He eventually settled for the latter option by acquiring the subsidiary of HSBC in the Brazilian banking industry in 2015.
Although the acquisition of HSBC cost Bradesco a staggering $ 5.2 billion, it helped the company to outperform Itaú-Unibanco in three items. There items include the company’s total investment funds, total number of branches, and total number of clients. Notably the acquisition also accelerated the growth of the company’s market share to an unprecedented level. Speaking on an interview, Trabuco affirmed that the growth that resulted from the acquisition could have been achieved after 6 years were the company to rely on organic growth.
As a professional with strong values, Trabuco has steered Bradesco to become the leader in the Brazilian banking industry. In 2015, he was selected as the entrepreneur of the year for the second time. He is often featured in many of the newspapers and magazines and his financial advice is closely followed by politicians and other business leaders. In his daily routine, Trabuco has created his own simple habits which reflect his effective management and leadership style. He always arrives at the workplace at 7:00 am daily. He also works for up to 18 hours per day extending workdays to breaks including business dinners. Overall, Trabuco holds two awards as Brazil’s personality of the year.
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