Yohanna Isis spent a decade working in growth and marketing before she began building software for the creator economy. Her career included a US hardware launch that sold 3,000 units in 15 months, a chief marketing officer role and creator partnerships at a major sports media group. Those jobs gave her a close view of the work involved in finding creators, running campaigns and showing brands what they achieved.
She has since built three products addressing different parts of that process. Betlifter began as a marketplace connecting creators with brands. Isis says it reached 100 creators and attracted leading brands across Latin America in its first two months.
The experience led her to a larger problem. Finding a creator is only the beginning of a campaign. Brands and agencies must check who they are working with, manage contracts and compliance paperwork, coordinate the work, track results and arrange payments. Isis built Justb to bring those tasks into one platform.
From campaign to platform
Justb covers creator sourcing, customer relationship management, contracts, campaigns, attribution and payouts. It also helps manage practical checks, including identity verification and age requirements. Isis says the platform has been licensed to a global media group running creator operations across Latin America.
Her third product, Sentinel, is in development. It is intended to assess creator traffic and brand safety, giving brands another way to evaluate a prospective partnership. The three products follow the work of a campaign from finding creators, through managing them, to assessing the audience and results.
Isis comes to software from the customer side. She understands the many small decisions and administrative tasks that make a creator campaign work, and now uses AI coding tools to turn that knowledge into products herself. Her current stack includes Claude Code, Netlify, TypeScript and Python.
“I can have an idea in the morning, build it, break it and fix it by the evening,” she says.
The change is visible in the campaign operation itself. Work that might have passed between a sizeable team can now be organised by Isis through software she builds and revises. She can follow a problem from a brand’s brief to a working feature without handing it to a separate product team.
“What surprises me most isn’t the speed, it’s how deep I can go into the product myself,” she says.
That proximity also means continually revisiting her plans. “Every new model makes me rethink what I’m building,” she says. AI has given Isis more control over the products, while making the pace of change a challenge in its own right.
Betlifter, Justb and Sentinel each began with a problem she knew from running and observing creator campaigns. Her advantage is the ability to bring that knowledge directly into the software, test it against the work and change it herself.
