Luiz Carlos Trabuco Cappi Helps Bradesco Vie For Market Leadership
Luiz Carlos Trabuco Cappi leads the Brazilian bank called Bradesco with an extensive knowledge base of their business culture that he has developed over several decades. He served in several main divisions within Bradesco and has learned their processes like few others before him. He has spent time leading their efforts in Marketing, Pensions, and Insurance before making the jump to CEO. His successful tenure as their top leader began in 2009 and he is an example of their continuity and renewal programs that promote from within.
Luiz Carlos Trabuco Cappi, as he is famously known, began his career at Bradesco as a clerk in 1969 in his hometown of Marília. For two years he interacted daily with the bank’s customers until he was transferred to the company headquarters in São Paulo. He has steadily grown and developed his financial skills over the years until he attained his prominent position as CEO to the present.
Trabuco’s education turned out to be unusual for such a highly placed executive. He graduated from the University of São Paulo from the Faculty of Philosophy, Science, and Letters. Most executives who cultivate reputations that ripple through the nation and work in the banking industry secure degrees in Business and Finance. However, Trabuco has demonstrated a financial acumen which allowed him to be fluent in the most sophisticated financial concepts.
The Marketing division of Bradesco is one of the earliest examples of Trabuco’s innovation and ability to lead. He initiated publicity at Bradesco for the first time in their history when he established relations with financial reporters. He began speaking with them and increased their public profile and brand awareness. This modernization has changed the culture at Bradesco and marked Trabuco as an innovator.
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Another innovation that Luiz Carlos Trabuco Cappi instituted when he became the CEO at Bradesco was his establishment of a corporate university. This endeavor was geared toward developing the next echelon of company leadership. Trabuco, in consultation with other top executives, helped determine those individuals who were the most qualified to receive promotions and a greater voice within the company. Noble Hall was where these meetings took place and each one was required to vocalize a plan of action and a strategy in going forward.
According to jusbrasil.com, Trabuco enjoyed a superlative success when he led Bradesco’s Insurance division to unprecedented levels of prosperity. He increased their revenues and profits substantially and made a major contribution to the overall health of the company and their bottom line.
He served here from 2003-2009 and consolidated Bradesco’s market leadership in Brazil and Latin America. His name was also beginning to be mentioned as a possible successor to CEO Márcio Cypriano during this time of outstanding performance.
The CEO position became Trabuco’s in 2009 during a difficult time in the financial sphere. The Great Financial Crisis had led to a global contraction in economic activity and growth was slowing across the world. Trabuco brought Bradesco safely through this time with a steady hand as he reoriented the company’s efforts. Organic growth and a renewed commitment to excellence in customer service among the local communities that they catered to became the new impetus for Bradesco.
Market leadership was always a consideration in the mind of Trabuco and he pulled off an extraordinary deal in 2015 when Bradesco acquired the Brazilian branch of HSBC. It was the largest deal of the year and it earned Luiz Carlos Trabuco Cappi a distinct honor from DINHEIRO. He was named as the Entrepreneur of the Year in Finance for this mega-deal. It added to Bradesco the equivalent of six years worth of organic growth and has brought them far closer to market leadership.
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