Every founder I meet has the same problem. It isn't a lack of marketing ideas — it's the absence of a system that turns ideas into pipeline.

I started AAJ after a decade of watching smart teams burn money on scattered tactics. A paid campaign here, a rebrand there, a new channel every quarter — motion everywhere, momentum nowhere. The pattern was always the same: nobody could say which dollar of spend produced which dollar of pipeline.

My own path to marketing was unusual. I began as an engineer, moved into product management, and eventually into product marketing — and each stop left a mark on how I work. Engineering taught me that anything worth doing is worth instrumenting. Product taught me that ruthless prioritization beats long roadmaps. Marketing taught me that none of it matters if the story doesn't land with a real buyer.

AAJ is the synthesis of those three disciplines. We work with founder-led companies — Seed to Series B, roughly $1M–$20M in revenue — that need senior marketing judgment without hiring a full-time CMO. Every engagement follows the same arc: diagnose what's actually blocking growth, design the strategy and measurement system, then execute until marketing runs as a system your team owns — not a dependency on a consultant.

If you've ever ended a quarter unable to explain what marketing actually did for revenue, that's the problem AAJ was built to end.

— Looking forward to the work, Saroj Jha

Three disciplines, one practice

AAJ's way of working wasn't designed in a workshop — it was earned across a career that crossed three functions most consultants only read about.

Engineering — Build it so it can be measured

Years in engineering instilled a habit that never left: if you can't instrument it, you can't improve it. It's why every AAJ engagement defines tracking before a single campaign launches.

Product management — Prioritize like the roadmap depends on it

Product taught the discipline of saying no — choosing the two bets that matter over the ten that feel safe. AAJ strategies are short, sequenced, and owned, never a list of everything worth trying.

Product marketing — Make the story land with a real buyer

A decade across SaaS, EdTech, Wellness, and AI startups — launches, analytics systems, demand programs — proved that positioning and narrative decide whether the system produces pipeline or just reports.

AAJ — Today — One person, end to end

No account-manager layer, no handoff to juniors. The person who diagnoses your funnel is the same person who designs the strategy and stays through execution.

The principles behind every engagement

i. Clarity over complexity

If the strategy can't be explained to your team in ten minutes, it isn't a strategy — it's a deck. We'd rather hand you three priorities you'll execute than thirty you'll admire.

ii. Data with context

A dashboard without judgment is just decoration. Numbers tell you where to look; experience tells you what they mean and what to do next.

iii. Warmth with authority

Hard truths delivered kindly. You'll hear what's not working — directly, early, and with a plan attached.

iv. Systems that scale

The goal of every engagement is to make ourselves unnecessary: playbooks your team runs, measurement your team trusts, rhythms that outlast the contract.

v. Creativity grounded in strategy

Bold creative wins attention; positioning decides whether attention becomes revenue. We do both, in that order of dependency.

Frequently asked

Who will I actually work with?

Directly with Saroj Jha, AAJ's founder. No account-manager layer, no handoff to junior staff — the person who diagnoses your funnel designs the strategy and supports execution.

What is Saroj's background?

A career spanning engineering, product management, and product marketing, with advanced degrees behind the analytical approach — and 10+ years building marketing systems for SaaS, EdTech, Wellness, and AI startups.

What kind of companies does AAJ work with?

Founder-led companies from Seed to Series B, and scaling businesses roughly between $1M and $20M in revenue — teams that need senior marketing leadership without a full-time CMO.

How do I get started?

Book a free 30-minute strategy call. Share your goals and walk away with a clear recommendation — no strings attached. Most engagements begin with a $1,200 Growth Audit or a $3,500 sprint delivered in 10 business days.

Next step

If you can't say what marketing did for revenue last quarter, let's fix that first.

Book a free strategy call — Or write directly: saroj@aajconsult.com