Depending on how one measures, Bradesco is currently either the largest or second-largest bank in Brazil. This is a remarkable fact for a company that, just 50 years ago, was little more than a small-town, two-branch bank.
In fact, the incredible rise of Bradesco closely mirrored that of one of the firm’s key employees – Luiz Carlos Trabuco. Today, Trabuco is the CEO of Bradesco. And like the bank itself, his wings seems almost as if they lack a service ceiling.
Humble Beginnings To The Height Of Power
Luiz Carlos Trabuco was born in Marilia, at that time, a relatively small town in the state of Sao Paulo, in 1952. He did well in high school. But his family was not wealthy, and so Trabuco didn’t have enough money to immediately attend college when he graduated in University of Sao Paolo.
In 1969, the young Trabuco went job hunting for the first time in his life. He saw a help wanted sign at a small local bank and decided to apply. He was surprised to get a call from the manager a few days later. Trabuco was now an employee of a small bank called Bradesco. The two of them would grow up together, climbing the ranks of the corporate world and world finance both.
Trabuco quickly proved to his superiors that he was both a capable employee and an avid and fast learner. By the end of his first year, he had been appointed shift manager. Throughout the ’70s, he slowly took on more responsibility at the bank, learning the nuances of many of the company’s different business lines. During this time, he was also able to put himself through college, one of the original goals he had back in 1969, when he first started his job hunt.
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By 1980, Trabuco was a well-seasoned banker. Now a regional manager for a rapidly expanding Bradesco, Trabuco had attained a degree in business administration and a master’s degree in social psychology. He was on the fast track to his first executive role, having acquired an impressive resume and a laundry list of important contributions to Bradesco’s rising star. In 1984, he was given his first real executive role, as head of the firm’s marketing department.
It was here that Trabuco was first given the opportunity to really put his talents to use. The small-town kid had grown into a sophisticated company man with a deep understanding of both banking and the imperatives of modern global finance. He quickly moved to polish the companies somewhat dusty public image, forging strong alliances with local media personalities in the markets where Bradesco operated. Trabuco also made sure the company name was associated with various charity events and publicly visible community enrichment programs. It was during this time that the Bradesco logo and its employees began becoming prominent fixtures at soccer stadiums, charity events and public-private works projects across the state of Sao Paulo. By the late 1980s, sales were soaring and the company’s image with the public had never been better.
Trabuco was again tapped for promotion in 1992, this time being called on to head up the firm’s struggling financial planning division. Again, he was able to transform the unit’s approach, increasing revenues by more than 10 times and attracting some of the wealthiest clients in Brazil to the bank.
Trabuco continued rising through the corporate ranks until, in 2009, he finally made it to the absolute top of the heap. It was that year that he was appointed the successor to long-time CEO Mario Cypriano.
Although it took 40 years of hard work, Trabuco had finally shown that it really is possible to go from the proverbial mail room to the executive suite, even in modern finance.
Learn more about Luis Carlos Trabuco: http://www1.folha.uol.com.br/mercado/2016/09/1810520-bradesco-quer-manter-trabuco-na-presidencia-por-mais-dois-anos.shtml