Loyalty and patience are difficult virtues to come by in the modern business climate. That said, Bradesco’s current president, Luiz Carlos Trabuco Cappi is an embodiment of these two traits. He has been with the giant Brazilian bank his entire adult life and waited his turn even when there seemed to better opportunities elsewhere.
Luiz Carlos Trabuco Cappi fast joined the company at the age of 18 and was over the course of the next four decades consistently promoted to higher positions within the bank. By 1999, he was named an executive vice president of the bank’s insurance division, Bradesco Seguros. Aged 49 at this juncture, still a fairly young age for banking executives, many thought he was ready to assume the presidency position at the bank. The position would, however, go Marcio Cypriano as the bank’s board deemed Luiz Carlos Trabuco Cappi not to be ready yet. He did, however, get promoted to head Bradesco Seguros four years later where he impressed immensely.
Despite having some big shoes to fill at Bradesco, Luiz Carlos Trabuco Cappi has more than held his own. Despite Bradesco being more than 70 years old, it has only had four presidents. Luiz Carlos Trabuco Cappi’s immediate predecessor, Marcio Cypriano is credited with ushering the bank through the modern financial age. Over his ten year tenure, Cypriano greatly grew Bradesco by aggressively taking over a number of small and medium banks in Brazil. By the time he was handing over to Luiz Carlos Trabuco Cappi in 2009, Bradesco was firmly in the number two position among Brazilian private banks, heavily breathing down on the number one position.
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Unfortunately for Luiz Carlos Trabuco Cappi, his ascendancy to the position of president coincided with a global financial crisis. Consequently, there were few opportunities in the market for viable takeovers. Not willing to relent on the aggressive expansion initiated by Cypriano, Luiz Carlos Trabuco Cappi launched an organic growth strategy soon after taking over. By his estimation, the organic growth strategy would allow Bradesco to attract up to 20 million new clients in ten years. In his first nine months alone, he expressed the desire to add up to 211 new offices to bank’s branch network. Since then, the strategy has been working immaculately, and the bank has also been possible to find one of the best acquisition opportunities in the last few years. In the biggest private sector trade of 2015, Bradesco bought HSBC’s subsidiary in Brazil for an estimated $5.2 billion.
Luiz Carlos Trabuco Cappi has been able to consistently deliver results at all the positions he has been employed at by maintaining a strong work ethic. Even as the bank’s president, he still pulls 12-hour work days at the office, leaving long after many of his junior staff have already left. Additionally, he has upheld the bank’s culture of putting in significant efforts towards customer relations as he often seen directly interacting with customers visiting some of the bank’s branches. While this does not necessarily impact the bank’s revenue, he does it because it makes every client at the bank feel valued and treasured.
Luiz Carlos Trabuco Cappi is also not one to speak loosely. He strongly measures his words, ensuring that his messages are conveyed as clearly as possible but also as concisely as possible. That, however, is not to say that Luiz Carlos Trabuco Cappi is an uptight individual obsessed with work – far from it. Due to his excellent time management skills, he has sufficient free time, which he enjoys spending with his wife and children.
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