App maker spotlight: Fernando Rabello, European sales & partnerships

Editor’s note: This is part of a series of articles about app makers, highlighting ArcTouch’s talented team members. The app makers we feature crave getting their hands on the latest products and finding creative new ways to apply technology to their projects.

Fernando Rabello’s path to leading business development for ArcTouch in Europe began more than a decade ago, during a trip with his wife to Paris, where they later got engaged. They left with a promise to one day return, not just to live, but to build a life enriched by new languages, perspectives, and opportunities.

Today, based just minutes from Paris, Fernando serves as our client and partnership lead for our European work. His background in delivery, starting as a design team lead and project manager, gives him an “inside out” understanding of how lovable apps are built — expertise he brings to every pitch, partnership, and client conversation.

For him, success isn’t just about finding new business opportunities — it’s about building trust, delivering on promises, and keeping lovable experiences at the heart. “Sales isn’t a black box here,” he says. “We bring our product experts into conversations from the start, so we’re always thinking about constraints and opportunities. That’s how we make sure we’re building the right product.”

What’s your favorite app as a user, and why?

Probably Slack. I use it constantly for work, and with the time zone differences, it’s my lifeline to the team. The interface is sharp, easy to use, and they’re always ahead on updates — even for the latest iOS changes. It’s a tool that just works, and I appreciate that.

If you weren’t working in tech, what would you be doing?

Most likely something in the music industry. I used to play several instruments, compose, and record songs with different bands. If I’d been successful back then — who knows  — maybe I’d still be doing it today. 😉

What’s a hobby or passion outside of work?

Running. I started during the pandemic and never stopped. This year I ran my second half-marathon and hit my goal of finishing under two hours. Running is my time alone — just me and the road — and I get grumpy if I go a week without it.

What’s the best piece of advice you’ve ever received?

“Breathe — and remember it’s just a job.” I’m a workaholic, so I need that reminder sometimes.

What does ‘lovable’ mean to you?

It’s more than meeting a need — it’s delighting the user. Maybe it’s speed, simplicity, or beautiful design, but it’s something that keeps you coming back until it becomes part of your life. For me, that’s an app called AteMate. I take a quick photo of every meal, and at the end of the day, I can see a recap. It’s simple, but it’s made me more mindful about what I eat.

What has surprised you most about living in France?

Parisians don’t eat croissants all the time — but they do carry baguettes everywhere, sometimes in the strangest ways!  And they walk a lot. Coming from Brazil, where you drive almost everywhere, it’s refreshing to see how much walking and cycling is part of daily life.

How did ArcTouch’s strategic vision align with your personal goals?

ArcTouch was acquired by WPP in 2016 and joined AKQA in 2020. As their app specialists, we began working with some clients in the UK and Europe. That success created a business case for ArcTouch to invest more in Europe — aligning perfectly with my personal desire to be here.

We have skills that are well-suited for this region — especially in digital accessibility design and development. And, we have global talent ready to join key conversations in any time zone.

How has your understanding of the European market evolved?

Europe takes digital accessibility seriously. With the European Accessibility Act, more companies will need to design inclusively from the start. And it’s not just about avoiding lawsuits — it’s about reaching customers who’ve been excluded. Lovable products are for everyone. It’s a great time for ArcTouch to offer our expertise in this area.

Download: The State of App Accessibility report

Tell me about a typical workday.

No two days are the same. Some weeks are pitch-heavy, others are spent visiting our partners and our clients, and others are spent working on the projects —whether that's collaborating in workshop sessions, presenting findings and recommendations in check-ins, or reviewing the latest updates on Slack to provide guidance to team members. It's about being present throughout the engagement, not just at the kickoff.

How does your delivery background inform your current role?

I’m not a typical sales guy. I believe in one-on-one relationships and delivering exactly what we promise. My project management background taught me that success depends on the whole team — and that quality builds trust.

What’s most rewarding about client relationships?

Seeing trust grow to the point where clients value our perspective, even when we challenge their initial ideas. It’s a reminder that business success depends upon people and relationships. 

Looking ahead, what excites you most?

The chance to build a thriving business in Europe, as we did years ago in the US. We know what we do best — creating exceptional digital experiences that are lovable — and I’m confident we’ll do that here in Europe.

Thanks for your time, Fernando!