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Company

About Sawa

Two founders, one service, and a plain rule about where AI helps and where people decide.

What Sawa is

Sawa is a marketing consultancy for B2B companies. The legal entity is Sawa LLC, founded in 2024. We do three things: grow a company's email audience with lead magnets and signup paths, keep that audience reading with newsletters and LinkedIn content, and turn it into conversations with email campaigns for launches, events and re-engagement.

The work is personalised and built by hand for each client: inbound systems and personal brands, carefully engineered rather than templated. We take on a small number of clients at a time and put quality ahead of everything else. The people we work with are Harvard professors, C-suite executives, AI researchers and YC founders.

We are a partner, not software. The work happens inside the email platform, CRM and content tools a client already uses, and the list, the content and the accounts stay the client's. Most engagements are two people from Sawa working directly with a founder or a marketing lead.

Who runs it

Ziad Hassan

Ziad Hassan is a co-founder of Sawa and runs sales, go-to-market and strategy. He writes most of the articles in the Sawa library.

He grew up in El Jadida, on the Moroccan coast, and studied industrial engineering at Northeastern University, where he finished a BS and an MS. He interned at Boston Consulting Group and Amazon.

He co-founded a startup that was sold in 2023, then joined Risepoint, an online education company, as its youngest director, where his work included email marketing funnels. The people he works with are Harvard professors, C-suite executives, AI researchers and YC founders; several came to Sawa to build their inbound systems from scratch.

He is completing an MBA at Harvard Business School, class of 2026, and built Sawa during the Rock Center for Entrepreneurship summer program in 2026.

He posts on LinkedIn four to five times a week about building Sawa, email marketing and how the team uses AI.

More about Ziad or find him on LinkedIn.

Zakaria Laajily

Zakaria Laajily is a co-founder of Sawa and runs operations, delivery and systems from Casablanca.

He builds and runs the client work: the welcome sequences, the lead magnets, the platform setup and the internal agents that produce first drafts.

How AI is used, and where people decide

AI does the work that benefits from speed: research, first drafts, repurposing one piece into another, and testing variants. People make every decision about strategy, audience, voice and messaging, and a person reads every email before it goes out under a client's name.

One example from a 2026 engagement. For a fractional CFO firm's weekly newsletter, an internal agent drafted a five-email welcome sequence that branched on four survey answers. The client's review showed the branching was too deep for a list her size and the first email asked too much of a new reader. The founders cut the branches, added a default path for people who skip the survey, and rewrote the copy by hand. The agent saved the blank-page time. The judgment about what to cut came from people.

Ziad has written that the team spends a disproportionate amount of time defining what good looks like before building any AI system, and that the differentiator is having people on every client call rather than the agents. Those two lines describe how the work is run.

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