Few executives are influential in the Brazil’s economic life. The few professionals available are passed through several tests, which include passing through the credit operations of some of the largest financial projects in the country. Thanks to their ranks, politicians and renowned businesspersons closely listen to their views and opinions. The media then follows up the discussions are later publishes it in local newspapers and magazines.
Recently, Bradesco, the second largest bank in Brazil, announced the person who was going to enjoy these benefits as Carlos Luis Trabuco Cappi. Luis was appointed fourth president of the Bradesco during its 65th year of anniversary.
About Carlos Luis Trabuco
Owner to a fine humor and a broad smile, Luiz Carlos Trabuco does not make the typical look of a banker. Aged 47 years old, the father of three is simple, calm, and friendly. Unlike most of his workmates who holds masters and degrees in economics and banking related courses, Trabuco undertook his studies on a completely different field of philosophy. Trabuco first graduated with an accounting and finance degree from the University of Sao Paulo. He later on did his physiology postgraduate studies at Sao Paulo School of Sociology and Politics.
In the year 1969, Trabuco was employed as a clerk in Bradesco Company. Pushed by his urge for success Trabuco shifted to the company’s headquarters two years later. His growth continued whereby by the year 1984, Trabuco had secured a position as the marketing director. Between the year 1992 and 1998, Trabuco was appointed as the executive director and later on Bradesco’s private company’s President. He maintained the president’s position until his latest appointment as executive president of Bradesco.
During the mid 1980’s when he was working as the marketing director, Trabuco was authorized with the responsibility of the banks advertisement and modernization. At the time, Bradesco received zero reporters and was averse to media personalities. However, Trabuco’s involvement with the media greatly influenced the company’s reputation. In addition, during that year, the company registered the highest number of share profits. Its profit registered an increase from 35% to 25%, which was the largest increase that was ever recorded in Latin America. His new position as the Bradesco president was however bound to face challenges such as the unfavorable economic crisis that was being witnessed in Brazil.
The financial sector in Brazil was on the verge to the decrease in the financial market share and an unfavorable economic environment. Additionally, a new competitor was not only posing as a threat but had overtaken Bradesco’s current position as the leading bank in Brazil. Bradesco lost its position to its new competitor, Itau Unibanco. The company’s intention was to be the first multinational bank in the financial sector. Their criterion was purchasing majority of the medium sized banks in the country in an aim to broaden their asset capacity. The move did not only affect Bradesco in asset ownership but in shareholding.
Since it was always a tradition for Bradesco Company to maintain the lead in the financial market, the board of directors was unhappy with Unibanco’s move. For this reason, the appointment of their new president came at a critical time when Trabuco’s skills were highly needed. Although the board had trust that their new president would propel the company in the right direction. They expected him to not only to exercise good leadership skill but aid the company in regaining the company’s position as the leading bank in the financial sector. Analysts reveal that, according to his recent performance as a leader in different fields, the problem with their competitor was not a hard nut for him to crack.
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