Luiz Carlos Trabuco Cappi Experience In Bradesco Company


Statistics reveal that there are few influential executives in Brazil. Among the few executives is Luiz Carlos Trabuco Cappi. The 57 year old was recently appointed to head the second largest company in Brazil. Bradesco made a decision to appoint Trabuco after its previous executive president outlived his 65 year required period. Additionally, Trabuco was named a worthy candidate due to his 40 years experience and success in strategic sectors such as the pension and finance sectors.

About Luiz Carlos Trabuco Cappi

Luiz Carlos Trabuco Cappi was born in the year 1949 in Merilla, Brazil. The 57 year old is a father of three who does not necessarily assume the typical profile of a banker. This is due to his calm character, fine humor, and his outgoing nature. Trabuco undertook his education at the University of San Paulo where he attained a degree in Philosophy. Although his degree was not related to his field of work, Trabuco went ahead and applied for a position at Brasesco Company in the year 1969 as a clerk.

The bankers hunger for success led him to relocating to the company’s headquarters in San Paulo. In San Paulo Trabuco was fortunate to attain a position as the marketing director in the year 1984. His hard work and determination at the company’s headquarters led him to achieving yet another spot as the executive director between the year 1992 and 1998. His position as the executive director of the Bradesco’s private pension company played a major role in his recent appointment as the executive president.


Luis started working in Bradesco Company in an unfavorable condition since Brazil was facing a decline in the level of activities. Additionally, the second largest biggest company In Brazil was experiencing heavy losses due to the competition caused by Itau Unibanco. The new competitor introduced themselves to the market by purchasing most of the medium sized banks and securing a position as the largest bank.

Bradesco’s board of directors were not pleased with the move and decided to appoint a competitive leader who will place them in their previous position. Although the previous executive president Marcio Cypriano had achieved a lot for the company, Bradesco’s board of directors required Trabuco to perform better. Apart from attaining a leading spot in the financial sector, Unibasco also managed to attain leadership in asset acquisition.

In a company like Bradesco where maintaining leadership was always the company’s motive, losing to Itau Unibanco provided a new opportunity for Trabuco to exercise his skills in leadership. Apart from being a leader in different sectors of the company, Trabuco was also a renowned public figure. During his time as the marketing director, Trabuco was responsible for the modernization of the bank. He performed his role by promoting the company’s insurance via media platforms. As a result, the company was frequented by reporters, which led to its popularity. Previously, Bradesco was averse to reporters and media personalities and therefore Trabuco’s introduction of the new advertisement method had a positive impact on its performance.

Under his management, Trabuco managed to double the company’s market share from 25% to 35%. These figures were reported to be the largest profits ever registered by the company and the largest in Latin America Region. For this reasons, analyst had trust that Trabuco would propel the company to the desired position. In recent news from the Terra Magazine, it was reported that Trabuco was intending to acquire more than 200 stores in the Latin region. This move was said to be the only way to achieve success in the financial banking market.

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