The pressure that comes with running a bank is immense. It is especially difficult where the bank in question has tens of thousands of employees and is cross listed on four stock exchanges. The stakeholders that a CEO has to cater to at such a bank are numerous, ranging from government and shareholders to members of the public and employees. That, however, has not intimidated Luiz Carlos Trabuco Cappi. The president took the helm at Brazil’s second largest private bank, Banco Bradesco, about seven years ago and has barely set a foot wrong since. In the time since becoming president, Bradesco has continued to grow under the strong growth trajectory initiated by his predecessor, Marcio Cypriano and looks set to remain in the big leagues for years to come.
Luiz Carlos Trabuco Cappi’s journey to the top of the Brazilian banking industry has humble beginnings in the city of Marilia, Brazil where he was born in 1951. Interesting to note, he shares a home with the Bradesco brand as the first bank office was opened up by the founder, Amador Aguiar in Marilia on March 10, 1943. In 1969, aged only 18, he was fortunate enough to be employed as a clerk at the local Bradesco branch despite not having any professional experience or academic qualifications related to banking. He impressed at this entry position and was less than 24 months later promoted to serve in the bank’s head office located in Sao Paulo. Over the course of the next four decades, Luiz Carlos Trabuco Cappi served the bank diligently, earning quick promotions to all hierarchical levels in the bank. The most significant of these promotions include being named a department marketing director in 1984, a managing officer in 1998 and an executive vice president in 1999.
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Showing His Leadership Capabilities
While Luiz Carlos Trabuco Cappi had impressed many Bradesco by the time he was named Bradesco Seguros president, it was his performance in that bigger role that made him known in the entire industry. Rather than implement a set of sweeping changes, Luiz Carlos Trabuco Cappi simply looked at the small tweaks that could be made to improve the insurer’s already strong position in the industry. With the insurance industry in Brazil being far from saturated, he thought it best to develop more innovative insurance products for clients and sell them more aggressively. To achieve the objective, he saw it was to expand the insurer’s broker network – a strategy that paid off immensely. By the time he was leaving Bradesco Seguros, the company had grown to dominate about a quarter of the insurance industry in the country.
Additionally, the insurer’s overall significance to Bradesco brand also significantly increased as its contribution to group’s profits increased by an estimated 9 percent.
With his work at Bradesco Seguros doing the speaking for itself, the bank’s board saw no one better placed to become Bradesco president following the retirement of Cypriano in 2009. Just as he did with Bradesco Seguros, Luiz Carlos Trabuco Cappi has only made a few tweaks the bank’s business model in a bid to grow it further. Among his earliest undertakings was to develop an organic growth strategy that would see the bank pull in many of Brazil’s unbanked into the banking system. Additionally, he has also introduced a highly acclaimed leadership university at the bank to educate various level executives on how they can lead better.
Young bankers in Brazil looking for someone to look up to cannot do much better than Luiz Carlos Trabuco Cappi.
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