A company can be likened to the human body. There are numerous systems and parts that need to work harmoniously for it to be healthy. A company’s leadership plays an integral role that can be likened to that played by the head in the human body. The leadership is the main decision making organ and provides the company with direction. Just as the body cannot survive without the head, a company cannot thrive without effective leadership. Few companies have exemplified this concept as clearly as Brazilian bank, Bradesco.
The company has consistently selected leaders that have grown the bank to become one of the largest financial institutions in South America. The bank’s current president is Luiz Carlos Trabuco, who has built on the strong performance culture initiated by his predecessors to make Bradesco the second largest private bank in Brazil.
Looking back now, it almost seems like Luiz Carlos Trabuco was destined to become the president at Bradesco. He was born in the same city where the bank was founded, Marilia and first joined the bank at the age of 18. While his first position at the bank was only that of a clerk, he quickly grew up the ranks, rising to become a marketing director only 15 years later. Again, three decades after joining the bank, he was deemed qualified enough to be named executive vice president of the bank’s insurance division, Bradesco Seguros. Only four years later, he would impress enough to be named the insurance company’s president.
Luiz Carlos Trabuco’s time at the helm of Bradesco Seguros is arguably the most definitive in his executive career. While many at the bank knew him to be a man of results, his performance at the insurance company is what announced him to the banking industry. His strategy to expand the insurance company’s agent network paid off immediately as the bank he was able to grow the amount of insurance premiums held by the bank in the market from 23 percent in 2003 to about 25 percent in 2009. Additionally, he also grew the division’s overall contribution to the Bradesco group, an undertaking that very important given the challenges that hit the global financial sector in 2008 and 2009. His efforts to grow Bradesco Seguros twice won him the insurance personality of the year award.
In 2009, Luiz Carlos Trabuco became only the fourth man to be named the president of Bradesco. He was faced with the immediate challenge of safely guiding the bank through the financial crisis that was afflicting Brazil and much of the world at the time. Additionally, just a year prior, Bradesco had been overtaken as the largest private banker in the country by Itau Unibanco. However, Luiz Carlos Trabuco was not fazed and did what he had always been accustomed to doing: succeeding. He began an aggressive campaign to take back market dominance by expanding the bank’s branch network. Thus far, his endeavors have been partly successful as Bradesco has overtaken Itau on some industry metrics, including the number of customers and branch network.
Luiz Carlos Trabuco’s chief area of study is philosophy, receiving his undergraduate education at the University of Sao Paulo. He also holds a master’s degree in Socio-Psychology awarded by the Fundacao School of Sociology and Politics of Sao Paulo. With his background in philosophy, it is unsurprising that Luiz Carlos Trabuco has such a strong passion for nurturing leadership. Among his earliest moves after taking over as president at Bradesco was setting up a leadership university. Through the institution, he has been able to make many of the bank’s executives better leaders and, by extension, better individuals