Luiz Carlos Trabuco has spent nearly 50 years working at Bradesco, one of the largest private banks in Brazil. Over that time, he has climbed from the lowest rungs of the corporate ladder to the company’s most exalted offices. Now, the 67-year-old captain of Brazilian finance will make the transition to becoming the next chairman of the board.
Trabuco Cappi will be replacing the long-standing chairman Lazaro Brandao, who, at 93, is currently one of the oldest chairpersons in the world. Brandao has become a respected and beloved figure at the bank, serving in top executive roles since the early 1980s. Over his tenure as chairman, Brandao has overseen spectacular growth at the bank, both in terms of its value and its influence on the Brazilian banking market.
In taking over from Brandao, Trabuco Cappi will have large shoes to fill. But Brandao himself has reaffirmed his unwavering confidence in Trabuco Cappi, stating that he is the best candidate for the job of anyone in the world.
Read more: O Bradesco, de Brandão a Trabuco
Climbing the corporate ladder
Trabuco Cappi first went to work at Bradesco at the age of 18. The year was 1969, and the bank, at that time, was little more than a small thrift institution with a few branches around the city of Marilia, Sao Paulo. Both Trabuco Cappi and Bradesco would develop into national power players in Brazilian finance, forming a synergistic relationship that would benefit both the man and the bank in ways that neither could probably have imagined.
At the time of his hiring at the bank, Trabuco Cappi only held a high school diploma. But he had proven to be a good student and had strong ambitions of attending college. Throughout the decade of the 70s, he was able to fulfill those ambitions, attending night school at the University of Sao Paulo even as he worked as many as 60 hours per week.
Trabuco Cappi was also quickly rising through the ranks of the firm, attaining the level of regional manager by the late 1970s. By this time, he had also gotten a bachelor’s degree in business administration as well as a master’s degree in social psychology. Trabuco Cappi was quickly becoming one of the most well-credentialed employees at the bank. It was obvious to everyone that he would be an ideal candidate to be promoted to an executive position.
That opportunity eventually came in the year 1984, when Trabuco Cappi was tapped to head up the bank’s marketing and PR department. There, he was able to strengthen the bank’s image and brand, creating one of the most recognizable and well-liked financial brands in the Sao Paulo area.
In 1992, Trabuco Cappi was again promoted. This time, he would be leading the company’s struggling financial planning division. He immediately began implementing a revolutionary new strategy, focusing on attracting some of the most high-value clients in the country. Brazil had been on a good economic run over the preceding decade and had produced many thousands of new millionaires. Trabuco Cappi assertively went after this market, plying the wealthy customers with luxurious facilities and personalized services.
The strategy worked, eventually netting Bradesco billions of dollars in new deposits and making the firm one of the most important financial institutions in Latin America. Trabuco Cappi would continue to strategically innovate throughout the rest of his career with the bank, eventually earning him the spot of CEO in 2009.
Now, Trabuco Cappi will be stepping down from running the day-to-day operations at the bank, focusing instead on the broader strategic direction in which the firm should be steered. Over the course of his career, he has proven to have the visionary talent to fill that role with ease.
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