Author · Founder, Orbit
Justin Williames
10+ years at the intersection of product, growth, and lifecycle marketing. Based on the Sunshine Coast, Queensland. Founder of Orbit. Author of every guide in the Orbit library.
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5K+ followers · short-form writing on lifecycle, CRM, and AI-first marketing.
The short version
Justin grew up in a small country town in Australia, moved up to Queensland to study marketing at the University of the Sunshine Coast, then headed to Melbourne to start his marketing and lifecycle career properly.
From Melbourne he moved to London for a few years, working in fast-paced growth and tech — Deliveroo during its early growth phase, Trainline, then Depop (pre-Etsy acquisition). That's where most of the decade of lifecycle experience that shows up in the Orbit guides actually happened.
He came back to Melbourne to join Linktree as Head of CRM, building the CRM function for a 50M-user consumer product. Then relocated to the Sunshine Coast, where he now lives in Currimundi with his wife, two kids, and a groodle, working remotely for scale-up and start-up businesses.
Orbit is the extension of that arc: a way to codify the lifecycle methodologies he's watched work across a decade of consumer-scale programs, and hand them to the next operator who needs them.
Career
CRM & AI Workflows · Sophiie AI
Current — building AI workflow systems for trades SMBs.
Feb 2026 – present
Sunshine Coast, QLD
Fractional Head of CRM · Whering
Consumer fashion resale app.
2025
Remote
Fractional Head of Growth · The Grants Hub
Australian grants advisory.
2024–2025
Remote
Head of CRM · Linktree
Built the CRM function for a 50M+ user consumer product.
2022–2024
Melbourne, VIC
CRM Manager · Depop
Fashion marketplace, pre-Etsy acquisition.
2020–2022
London, UK
CRM / Marketing · Trainline
UK rail ticketing at scale.
2018–2020
London, UK
CRM / Marketing · Deliveroo
Lifecycle marketing during Deliveroo's early growth phase.
2016–2018
London, UK
First 100 Days Team · Telstra
Worked on lifecycle programs for new enterprise customers.
2014–2016
Sunshine Coast, QLD
Certifications
- Braze Marketer Certification (Feb 2021)
- Dynamic Personalization with Liquid — Braze (Jun 2019)
Education
Bachelor of Business (Marketing) with IT minor — University of the Sunshine Coast (2011–2014)
Recent guides
All 89 guidesStripo, natively — connect your account, sync your modules, compose emails through the API
If you build emails in Stripo and edit them with Claude, you've probably been running a clipboard relay: copy HTML out, paste in, paste the result back. Orbit's native Stripo integration ends the relay. This guide walks through how the loop closes — pulling your saved Stripo modules into Orbit, letting Claude compose new emails from them, pushing the result back as an editable Stripo email — plus the two setup gotchas everyone hits the first time.
Building a personal chief-of-staff AI on Claude Routines
A real chief of staff used to mean a salary line on an exec's budget. Anthropic's Routines feature — Claude running on a schedule with access to your work tools — pulls the job inside reach of one operator. This is the architecture: morning brief, hourly interactive layer, midday drift check, evening debrief with end-of-day reconciliation, Sunday weekly review. Plus the draft-react protocol that lets the assistant act without auto-sending, calendar work blocks that double as the task tracker, and memory files the system writes into. Brain in a GitHub repo, runtime in claude.ai, no servers.
BIMI and VMC: the verified-logo upgrade worth doing properly
BIMI puts your logo next to your mail in Gmail, Apple Mail, Yahoo and Fastmail. A Verified Mark Certificate adds the blue checkmark that signals your sender identity has been independently verified. Together they convert your DMARC investment into something every user can see — and for any program serious about brand and deliverability, the answer in 2026 is yes, do it.
Reputation recovery: the 90-day playbook for dropping from High to Low
Domain reputation at Low or Bad isn't a problem you fix this week. It's a 6–12 week project of disciplined sending to engaged users only, while the reputation signals slowly reset. Here's the plan.
Review request emails: the timing that actually produces reviews
A review request at the wrong time gets ignored. At the right time, it converts at 15–25% into a submitted review. Here's the timing, the message pattern, and why incentivising reviews almost always backfires.
Product launch email sequence: the five emails that actually sell a new product
A product launch with one big announcement email captures a fraction of the addressable audience. A proper five-email sequence catches multiple attention windows, builds anticipation, and converts the users who needed a second or third touch. Here's the structure that reliably outperforms the single-send version.
Elsewhere
What I'm building
Orbit — everything above, packaged for Claude.
A Claude Desktop extension that turns a decade of lifecycle work into 63 executable skills and 91 MCP tools, with native Braze integration. Free for everyone.