About – AJ Morris

You don’t build high-performing teams by accident- You Build them with Intention

I’m AJ Morris, a transformation coach, product strategies, and team-builder with over 15 years in the software, SaaS, and web development industries. I’ve led product and marketing teams that have brought more than 20 digital products to market, build scalable systems, and shaped the way thousands (sometimes millions) of people experience software.

But beyond the code and the strategy, my true obsession is people. I help leaders build high-performing teams, clarify what drives them, and deliver outcomes that matter — all without losing who they are in the process.

Just Completed: Level 1 Executive Coaching Certification

Completing the Level 1 Executive Coaching certification with the Center for Executive Coaching has significantly enhanced my coaching capabilities. The program’s practical, results-oriented approach aligns seamlessly with my Make an Impact and Be Key motivations, equipping me with a robust toolkit to drive meaningful change in individuals and teams. The emphasis on real-world application and measurable outcomes resonates with my Overcome motivation, providing strategies to navigate complex challenges effectively. This certification has deepened my ability to facilitate transformative growth, ensuring that I can support clients in achieving their highest aspirations.

View the rest of my certifications

Career Highlights

15+

Years

I have spent more than 15 years in the SaaS, Product Development industry including developing & evolving team leadership.

20+

Products Launched

I have launched products & growth to products at startups and scaling tech companies that are now used by millions.

$10M+

Revenue

Products and solutions I have been involved with have reached $10M ARR while I was directly responsible for their outcomes.

5

Acquisitions

I was on several acquisition teams where my focus was on supporting decision makers from evaluation to integration of the acquisitions.

Countless teams transformed through coaching, leadership, & motivational alignment

My Resume

I’ve held some pretty challenging roles, roles that have made me rethink how I approach a number of topics. Along the way, I’ve learned through trial and error, but found success through the forest.

Organizational Transformation Coach

Helped teams and leaders rethink how they work, adopting agile values to boost performance by 25% quarter-over-quarter. Led workshops and trainings that made agility more than a buzzword. It became a culture shift.

Executive Coaching

Agile Coaching

Team Coaching

Facilitation & Transformation

Senior Product Manager

Spearheaded the launch of a next-gen XDR platform, aligning marketing and engineering to double the company’s size in six months. Built high-performing product and marketing teams that actually enjoyed working together.

Expanded Product
& Marketing Teams

Built & Mentored
high-performing teams

Refined Customer Lifecycle

Doubled staff size in 6 months

Product Manager

Defined a new product strategy and built the company’s first competitive positioning framework. Led roadmap planning and user research while staying rooted in what developers actually needed.

Developed SWOT analysis

Refined product
vision and strategy

Product roadmap
development

Developer community
engagements

Product Manager / Product Innovation
& Marketing Manager

Managed a $10M+ portfolio and led five successful acquisitions. Drove 15% YoY growth by aligning product and marketing efforts and integrating WordPress plugin acquisitions into the broader Liquid Web systems and processes.

Marketing Activities
15% YoY Growth

5 successful acquisitions

Secured key
development partnerships

Implemented product
marketing and management

How I’m Equipped to
Coach Leaders

I’ve invested in trusted, results-driven training to better serve high-capacity leaders, teams, and organizations navigating real-world challenges. Each certification reflects my commitment to practical tools, structured transformation, and coaching that leads to clear, aligned action. These credentials don’t just add credibility — they equip me to help you gain clarity, overcome obstacles, and lead with purpose.