Luiz Carlos Trabuco is one of the most easily recognized people in the Brazilian banking industry, having led Banco Bradesco through the past eight-plus years without missing a proverbial beat. Mr. Trabuco is famous in the financial world for leading the push to purchase HSBC Brazil’s banking operations, the deal finally completed in the first few months of 2016 for an astounding $5.2 billion. Luiz Carlos Trabuco shared with media that he considered the takeover for several months, his first ideas spawning around November of 2014. The perfect storm of Bradesco having plenty of excess capital to pay the $5.2 billion, executives to appropriately respond to renovations and upgrades, and being the second-largest bank – behind only Itaú Unibanco – in the nation of Brazil.
Mr. Trabuco was born on October 6, 1951, in the formerly small city of Marília, having quickly grown in size thanks to the bustling commercial activity occurring there from what the very first branch of Bradesco did for the area. After attending college more than five-plus hours’ worth of highway traveling from Marília, having planned to not move back to his place of birth, did so to obtain a job at Bradesco – but not so fast, Mr. Trabuco went to college first.
The first postsecondary institution Luiz Carlos Trabuco attended was the FFLCH at USP, or the Faculty of Philosophy, Letters, and Human Sciences of the University of São Paulo. He earned a degree in philosophy there, then worked towards a graduate degree at another university in the same city. His second college degree, the equivalent of a master’s in today’s educational realm, featured a major in Socio-Psychology. This certificate was obtained from the Foundation School of Sociology and Politics of São Paulo.
Trabuco’s attendance of the University of São Paulo likely helped him land initial jobs with Bradesco in measures of leaps and bounds, not inches or centimeters. The USP, short for the University of São Paulo, is consistently ranked as one of the top universities in the nation of Brazil, providing students like Luiz Carlos Trabuco skills to effectively interact with others in the workplace, at meetings, and other things related to one’s field of work.
Now that Mr. Trabuco had earned a high school diploma, undergraduate degree, master’s certificate, and ample time to age into a mature, fully grown young man, he was ready to search for a “big boy” job. After he put out applications towards a number of job openings, he found that Bradesco was hiring – better yet, Banco Bradesco was interested in him.
In 1969, Luiz Carlos Trabuco started his career in financial services off as a bank teller and clerk, providing money for withdraws from checking accounts, transferring money from one account to another, setting up automated bill payments, and, most importantly, interacting with customers and making them feel special.
With a degree in Socio-Psychology, Mr. Trabuco was great at talking with others, and got tons of practice talking to disgruntled, upset, and unfriendly customers. This experience was instrumental in preparation for difficult conversations with high-dollar executives and other people in management, allowing him to work his way – albeit slowly – towards the top of Bradesco’s totem pole.
He was named the Director of Marketing in 1984 of Banco Bradesco’s entire organization, sending out friendly, attractive messages to people watching television or reading the newspaper. Then came promotions to the Executive Director and President of one of Bradesco’s most important subsidiaries, its pension division – it’s worth noting he’d later win an award from a news agency in his short stint at the position.
1999 brought the title of Executive Vice President of the bank’s insurance subsidiary; 2003 brought President; 2009, as we all know, gave Luiz Carlos Trabuco the top spot of President and CEO.