Luiz Carlos Trabuco, the CEO of Bradesco, and What Great Things He has Done for the Bank

Luiz Carlos Trabuco is the lead executive of Banco Bradesco, founded in 1934 by Amador Aguiar. Mr. Trabuco was born in 1951 in Marilia, coincidentally – or maybe Luiz Carlos Trabuco was destined to work for the bank – the place where Amador Aguiar settled into for his first installment of Bradesco.

Showing potential from a young age, Mr. Trabuco went to college at an age most kids don’t finish secondary school. He first attended the University of Sao Paulo, earning himself a Philosophy degree from the Faculty of Philosophy, Letters, and Human Sciences. The University of Sao Paulo has consistently been a leader in Brazil since its foundation over three-quarters of a century ago — it’s still the premier university to attend in Brazil. This wise choice by Luiz Carlos Trabuco propelled his young career, as postsecondary educational attainment in the mid- to late-1960s rarely crossed the proverbial line of bachelor’s degrees. Having anything more than a bachelor’s degree meant great things in their working career.

As such, Mr. Trabco applied to and was later accepted by the Foundation School of Sociology and Politics of Sao Paulo, a large post-secondary institution in Sao Paulo, not very far from his initial school of study. It was at the Foundation School when Luiz Carlos Trabuco earned a degree in Socio-Psychology, a hybrid degree that helped Mr. Trabuco interact with customers, associates, and others directly or indirectly, a skill that’s obviously useful, and is still used by Luiz Carlos Trabuco in his line of work each and every day.

After working towards obtaining these two degrees, Mr. Luiz Carlos Trabuco decided to move back about five hours to his home in Marilia to be closer to his family, as well as find work there, a place that was growing rapidly in relation to other nearby cities in that region of Brazil. Nearly instantaneously after moving back to Marilia, he found a job at Banco Bradesco as a bank teller. Two years after that lucky – not that it was difficult for the young Mr. Trabuco to find a job with those two degrees that very, very few people had at the time – he was offered a spot at the bank’s corporate offices in 1971.

In 1984, Luiz Carlos Trabuco was selected as the bank’s Director of Marketing. Arguably the biggest, best thing Mr. Trabuco did was improve how Bradesco targeted and segmented customers, improving return on investment in relations to marketing.

Amador Aguiar wanted the future employees of Bradesco to treat all customers the same, in all aspects. All employees – and the executives that oversaw them – were expected not to deviate in any way in treating them, even in the segmentation and targeting of customers in today’s modern era of marketing. Luiz Carlos Trabuco deviates from Amador Aguiar’s original views in the treatment of customers. While he maintained treating customers in the name of positive he didn’t market content to them in the same ways as before.

For example, in today’s Banco Bradesco, marketers first segment groups of customers based on various criteria. Next, they target groups of customers based on various criteria with unique marketing plans. One group might get drip campaigns for marketing emails, with others receiving triggered emails in response to various actions, rather than relying on emails set to be sent on a regular basis.

Mr. Trabuco has won several awards for his service to Bradesco throughout his nearly fifty years of service to the bank. Arguably the most popular is for his involvement in the acquisition of HSBC Brazil, completed in 2016.http://www.camar.sp.gov.br/images/imagesnoticias/851/principal.html

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