Pra frente is the slogan of one of the largest banks in Brazil, Bradesco. The Portuguese phrase translates to “go forward”. Over the course of its existence, the bank has strictly remained true to its slogan. It has over the years grown to become the second largest private bank in the country with close to 30 million customers, more than 5,000 branches and approximately $400 billion worth of assets to its name. The primary individual currently tasked with taking Bradesco forward is Luiz Carlos Trabuco. As its current president, he oversees all of the bank’s operations and its more than 100,000 employees.
Unknown to many, Luiz Carlos Trabuco started out as a clerk at Bradesco. In fact, he has not worked elsewhere his entire professional career. A quick study, he hastily learned the ropes at every position he was assigned, thus causing him to be quickly promoted up the ranks at the bank. By 1984, he was had been named a department director at the bank. Again, in 1999 after coming close to being named bank president, he was named the vice president to be bank’s leading subsidiary, Bradesco Seguros. He would go on to lead the subsidiary barely four years later. His time at the Bradesco Seguros saw the subsidiary cement its position as the leading insurance company in South America.
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Additionally, its overall contribution to the group financials increased substantially from 26 percent to about 35 percent. These results impressed the board and got him named the bank’s fourth president in 2009. He currently also serves as the vice president of the bank’s board.
Since taking over, Luiz Carlos Trabuco has remained true to Bradesco culture. Since creation more than seven decades ago, Bradesco has been known for its innovation. In the 1960s, it was the first bank in the region to purchase a computer. Three decades later, it became the first bank in the country to start offering internet banking services. In the last few years, it also became the leading force in the adoption of biometrics use in ATM systems. Under the leadership of Luiz Carlos Trabuco has also become the pioneer of green sustainability in the industry. In 2001 the bank was recognized as the greenest in the country by Newsweek.
Understandably, Luiz Carlos Trabuco could not achieve all that he has at Bradesco without his able team. Aware of the fact that his team would have a significant influence on his effectiveness as a leader, Luiz Carlos Trabuco made it one of the earliest endeavors after being appointed to set up a corporate university. Known as Unibrad, the university has trained dozens of executives within the bank and its subsidiaries. Luiz Carlos Trabuco has taken an active role in the running of the university as he is often personally involved in the training of executives.
Earlier this year, the university was honored as the best performing corporate university globally by GlobalCCU.
Now almost 65, Luiz Carlos Trabuco is approaching his final years at Bradesco. However, he can look back at his time fondly and with pride. After joining the bank as a teenager, it is safe to say that it brought him up. Equally, when he later took the leadership reins at Bradesco, he returned the favor by significantly growing the bank. All in all Luiz Carlos Trabuco will leave a strong legacy for exemplifying innovation, hard work and loyalty. He now deserves to be named in the same breath as his legendary predecessors, Amador Aguiar, Lazaro Brandao, and Marcio Cypriano.
Learn more about Luiz Carlos Trabuco: http://www1.folha.uol.com.br/mercado/2016/09/1810520-bradesco-quer-manter-trabuco-na-presidencia-por-mais-dois-anos.shtml