About Mabuti
Mabuti is a creator recruitment service. We run outbound campaigns under a brand's own identity to build creator and affiliate rosters at scale.
Mabuti is Tagalog for “good” — a nod to the standard we hold ourselves to, and to a well-earned love of Filipino adobo.
Jake Barnett
Founder
15 years building businesses on outbound email — SaaS, e-commerce, M&A. Now applying that to creator recruitment.
Connect on LinkedInWhy Mabuti exists
My path to creator recruitment didn't start in traditional marketing. It started in the trenches of e-commerce operations and M&A. I built and exited a mid-six-figure Amazon brand in the baby category while closing over 50 M&A deals on both the buy and sell sides. Having seen the inner workings of deals totalling over $250M, I know what goes into operating and scaling physical product brands from every angle.
The pivot to creator recruitment happened by accident, while I was working on a different brand of my own that has since closed. What looked like a failure was a recalibration. I was significantly better at recruiting creators than I was at managing the day-to-day of that brand — I was applying the right skill to the wrong environment. The outreach engine I'd built was designed for brands already at scale.
Whether you're originating an M&A deal or recruiting a top-tier creator, the fundamental mechanics are identical. Both require relentless persistence, deep professionalism, and genuine empathy. In both arenas, you aren't just sending emails — you're dealing directly with people's livelihoods.
How we operate
We treat creators like people
A creator deciding whether to work with your brand is making a real business decision. We treat it that way — clear terms, honest expectations, and no pressure to say yes to something that isn't right for them.
We say no a lot
Whether it's an enthusiastic founder who isn't at the right stage, or the latest shiny marketing fad promising effortless virality, we pass. We say no to distractions so we can stay ruthlessly focused on one discipline: sourcing and recruiting the right creators.
Distributed by design
Operating this way requires specific infrastructure. I've run distributed teams across global time zones for 15 years, so working seamlessly across regions isn't a strategy we adopted for this — it's how everything I've built has always operated.
Want to talk it through?
Book a 15-minute call. If we're not a fit, I'll tell you on the call rather than after the contract.