Luiz Carlos Trabuco Cappi is one of the biggest names in Brazilian banking. Mr. Trabuco, as of about one month ago, was the Chief Executive Officer of the financial institution, having held the position since 2009.
However, because the President and Chairman of the Board of Directors stepped down – both of which are the same person, Mr. Lazaro de Mello Brandao – Mr. Luiz Carlos Trabuco Cappi has been moved into the position of President and will remain as President until he leaves the bank or is fired.
The latter option is highly unlikely, seeing as Mr. Trabuco has been with Banco Bradesco since 1969, when Luiz Carlos Trabuco Cappi was hired as a bank teller in his hometown of Marilia, Sao Paulo.
This came directly after he attended the University of Sao Paulo for a philosophy degree. Luiz Carlos Trabuco Cappi then went to the Faculty of Politics and Sociology in Sao Paulo for a postgraduate degree. Although the courses were remarkably tougher this time around, Luiz Carlos Trabuco Cappi brought home a master’s degree in sociopsychology.
Just two years after working as a bank teller in Marilia, Luiz Carlos Trabuco Cappi was asked by the corporate office – located in Osasco, Sao Paulo, more than five hours’ worth of driving away from home – to join them, as he had demonstrated potential and a work ethic more pure than most who worked for the financial institution.
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From 1971 to 1983, Mr. Luiz Carlos Trabuco Cappi worked in several support capacities for the official headquarters of Banco Bradesco, although Mr. Trabuco’s first big break didn’t come until 1984, when he was named the Director of Marketing. In this marketing capacity, Mr. Trabuco was one of the first bankers in Brazil to implement targeting and segmenting into their marketing functions. While they weren’t the first organization to make use of these helpful strategies, nor was Luiz Carlos Trabuco Cappi the first executive to implement them successfully.
As the Director of Marketing, Luzi Carlos Trabuco Cappi has also improved communication within the ranks of Bradesco.
It took Luiz Carlos Trabuco Cappi a solid eight years to be removed from the marketing department to finally join the ranks of the executive staff at Banco Bradesco.
In 1992, Mr. Trabuco served Bradesco’s pension segment as its Executive Director. Six years later, he became the President of pensions at Bradesco. Even though it wasn’t a necessarily large component of the bank, working with insurance was much more desireable at the time.
As such, Luiz Carlos Trabuco Cappi was gifted the title of Executive Vice President of Bradesco Seguros, the formal name for the insurance subsidiary, in 1999. Just four years later, in 2003, Mr. Luiz Carlos Trabuco Cappi was presented as the President of the insurance organization, where he held the organization steady for about six years.
He grew the market share of Bradesco Seguros to 25%, up from 23% of total premiums out there when he was first hired in 1999. Further, he was able to get the profits of Seguros up from 25% of Bradesco’s entire profit streams up to an impressive 35%, earning him high levels of respect.
The combination of these two degrees helped demonstrate to Banco Bradesco that he would be able to connect with customers and clients on a personal level, something not every teller was able – or willing – to do.
Luiz Carlos Trabuco Cappi has indicated that he will remain in the role of President until he’s considered not competent to coach anymore, essentially meaning he will spend the rest of his career with Banco Bradesco.
Find more about Luiz Carlos Trabuco Cappi: http://economia.estadao.com.br/noticias/geral,trabuco-afirma-que-anuncio-de-substituto-pode-acontecer-antes-do-calendario-de-sucessao,70002039084