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Luiz Carlos Trabuco Cappi And Bradesco Challenge For Market Leadership

Luiz Carlos Trabuco Cappi is steeped in the culture of Bradesco with his decades of service to this prestigious bank. They are one of Brazil’s largest private banks and they have a strong presence in the country and extensive resources to draw upon. Trabuco, as he is known among his peers, has served as their CEO since 2009 when he took the reins of leadership amidst the great recession which reverberated throughout the world. The financial sector was particularly weak around the globe and he brought Bradesco through all this safely.

Trabuco was educated at the University of São Paulo, where he graduated from the Faculty of Philosophy, Science, and Letters. Despite this unique academic background, he has demonstrated great acumen regarding intricate and sophisticated financial matters. Most executives take a traditional course in their academic pursuits such as Finance, Business, or Economics.

Luiz Carlos Trabuco Cappi was born in Marília in 1951 which happens to be the location of Bradesco’s first branch when they were founded in 1943. Trabuco started his career in 1969 when he served as a clerk and served two years there. He then transferred to the company headquarters in São Paulo, where he began a path of steady growth and development in his banking career. He has served in many different capacities within Bradesco and it has given him a solid foundation to fully grasp the inner workings and culture established at Bradesco.

His time spent leading the Marketing division of Bradesco is noteworthy because of a significant reform that he implemented. He modernized Bradesco’s relations with the Brazilian financial media when he for the first time began to speak with reporters about the bank and its activities. In so doing, he displayed a sensitivity for the need of modern communications and increased the brand awareness of Bradesco.

The company, university that Trabuco established was another significant innovation, which helped Bradesco develop future leaders for the bank’s hierarchy. He was able to determine along with other top managers at Bradesco who showed strong potential for higher management positions. These people were promoted and given more responsibility and a platform to voice their opinions.

The performance of Luiz Carlos Trabuco Cappi when he was the President of Bradesco’s insurance division is where he came into his own as a top-ranking executive. The insurance portion of Bradesco’s business realized a substantial rate of growth under Trabuco’s leadership which gave him greater stature with top management. This remarkable growth made a strong contribution to the company’s bottom line and for the first time, Trabuco’s name was bandied about for the CEO position. Twice he was given the great honor of being named as the Insurance Personality of the Year.

The position of CEO at Bradesco carries with it social implications and Trabuco displays a deft touch for certain responsibilities that accompany his job. His opinion on high-level economic matters that affect both public and private endeavors is often sought after. Some of the country’s biggest financial projects are financed with Bradesco capital and crucial decisions are often made by Trabuco.

Market leadership in the private sector has always been a prime consideration for Bradesco. When Trabuco assumed the office of CEO in 2009, they had lost the top spot to their rival Itaú Unibanco. For several years, Bradesco focused on their core businesses and generating organic growth in an effort to remain competitive. In 2015 however, Trabuco engineered a game changing deal when Bradesco purchased the Brazilian branch of HSBC for US $ 5.2 billion. This was the largest deal of the year and Trabuco was honored as the Entrepreneur of the Year in Finance by DINHEIRO. Luiz Carlos Trabuco Cappi knows Bradesco like few others and he leads them well.

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