About

We started Nasty Tech because the consulting industry has a problem.

A small, senior team of operators — no account managers, no project coordinators, no layers between you and the people doing the work. Every operator ships. Every operator talks to the client.

The story

Why Nasty Tech exists.

Most agencies have never built a product. Never scaled a platform. Never been on the other side of the table, sweating a launch or a board meeting. Never had to tell a team to kill a feature they spent three months building because the data said it wasn't working.

We have.

Nasty Tech was founded by operators — product leaders, engineers, and marketers who've spent their careers building digital products for some of the world's most demanding brands. We started this company because we kept seeing the same gap: companies — especially in health tech and digital health — needed real product and technology leadership, but their options were either expensive full-time executives or agencies that talked a good game but had never actually built what they were advising on.

We're the third option. Operator-level experience, consultancy flexibility, and the ability to go from strategy to shipped product under one roof.

What we believe

Four principles, non-negotiable.

Build, don't just advise.

The world has enough strategy decks gathering dust on Dropbox. We believe in building — shipping real products, writing real code, driving real results. Strategy matters, but only if it leads to execution.

Specificity beats generality.

We don't try to be everything to everyone. We go deep in health tech, e-commerce, and AI because that's where our experience is deepest and our impact is greatest. When you work with us, you're getting a team that understands your specific challenges — not a team Googling your industry while writing your proposal.

Proof over promises.

We lead with what we've built, not what we claim we can do. Kinsyn is a live telehealth platform. Inspectagram is a shipping AI product. The Fabletics and Savage X Fenty work is a matter of public record. We believe in letting the work speak.

Operators make better consultants.

People who've sat in the CPO seat make different recommendations than people who've only advised CPOs. We've felt the weight of real product decisions — budget constraints, team limitations, competitive pressure, regulatory deadlines. That shapes how we work: practical, grounded, and focused on outcomes over process.

The team

Three founders. Operator-grade.

Founder & Chief Product Officer

Jamieson Yee

Jamieson is a product leader with 20+ years of experience building and scaling digital products across health tech, e-commerce, AI, and entertainment.

Before founding Nasty Tech, Jamieson served as Chief Product & Technology Officer at JRNYs Wellness, where he built and launched Kinsyn.com — a telehealth and wellness platform. Before that, he spent nearly a decade as a senior product executive at some of the world's most successful DTC brands:

SVP, Product & Innovation — Savage X Fenty
Led product for Rihanna's lingerie brand through growth to $500M+ in revenue and 1M+ subscription members. Pioneered AI/AR fitting technology (LiDAR 3D body scanning) that improved fit accuracy by 72% and drove 200%+ conversion lift.
SVP/VP, Product & Technology — TechStyle Fashion Group (Fabletics)
Co-led the digital product and technology platform for Kate Hudson's activewear brand, contributing to $900M+ ARR and 10M+ subscribers across the portfolio.
Head of Digital Product — Warner Music Group
Launched 75 digital products contributing $22M+ in revenue.
Product Manager, E-Commerce — LiveNation
Drove 42% YoY revenue growth, 10× mobile transactions, and launched 23 localized sites in 13 languages.

Education —BA Business/Marketing and BA Computer Science/Information Systems, Australian Catholic University. AI Certificate, MIT Sloan School of Management.

Jamieson brings a rare combination: deep health tech product experience, proven ability to scale consumer products to hundreds of millions in revenue, and technical fluency that lets him bridge the gap between product vision and engineering execution.

Founder & Chief Technology Officer

Michael Grissinger

Michael leads Nasty Tech's engineering and technical strategy — two decades architecting production-grade platforms across e-commerce, health tech, and AI.

Michael architects systems that survive scale: cloud infrastructure, event-driven backends, and the kind of platform decisions that look invisible when they're right and existential when they're wrong. If it runs in production and it's still running, there's a good chance Michael picked the stack.

Before Nasty Tech, Michael spent fifteen-plus years leading engineering at high-growth commerce and health-tech companies — owning everything from the first commit of greenfield builds to the rescue of legacy platforms that had been starved of ownership.

He brings senior engineering leadership to every engagement and a practical, operator-first view of what "ship it" actually means: fewer meetings, tighter feedback loops, and the discipline to keep infrastructure boring so product can be interesting.

VP Engineering — Prior DTC Platform
Led the platform team through two 10× traffic events without a P0. Migrated the stack to an event-driven architecture that cut deploy times from hours to minutes.
Principal Engineer — Health-Tech Rebuild
Re-architected a stalled EMR migration, delivered on a compressed 90-day timeline, and handed off a system the incumbent team still operates without incident.
Engineering Lead — Multiple Shipped Products
Delivered production systems across commerce, subscriptions, and intelligent tooling — the kind of builds that outlive the engagement.

Michael's the technical half of the product-engineering partnership Nasty Tech's founded on: a practitioner-CTO who writes code, runs infrastructure, and treats every engagement like a system he'll still be responsible for a year from now.

Founder & Chief Marketing Officer

Christian Velitchkov

Christian has created a diverse set of both product and service businesses — an operator who's built acquisition engines and ecommerce companies from zero to eight-figure revenue.

Christian Velitchkov has created a diverse set of both product and service businesses with his crowning achievement, the founding of Twiz. He has also successfully built an $8 million subscription box business called 123 Baby Box, demonstrating keen market insight and innovation in e-commerce. Additionally, he bootstrapped a $4 million digital agency, helping other entrepreneurs scale their ecommerce businesses through his ROI-driven marketing tactics.

His range covers performance marketing, positioning, and the unglamorous operational layer underneath — attribution, tooling, creative systems — that turns a spend budget into a compounding channel.

Founder — Twiz
Built the company from zero, making it the crowning achievement of a career of operator-led business builds.
Founder — 123 Baby Box
Scaled a subscription e-commerce business to $8M in revenue with a category-led positioning play.
Founder — $4M Digital Agency
Bootstrapped an agency helping ecommerce operators scale via ROI-driven marketing. No outside capital, no theater — just the work.

Christian's approach at Nasty Tech: set the honest narrative first, build the machine to deliver it, and stay accountable to measurable outcomes rather than vanity metrics.

How we work

Embedded, senior, honest.

01
We embed, not observe.
We join your team. We attend your standups. We work in your tools. We're not outside consultants writing reports — we're inside operators driving outcomes.
02
We're senior from day one.
No bait-and-switch. The people you meet in the sales process are the people who do the work. Our leadership team is hands-on in every engagement.
03
We move fast and ship.
You'll see tangible progress every week, not quarterly check-ins with slide decks. We believe in building momentum through consistent delivery.
04
We're honest.
If your idea needs work, we'll tell you. If your timeline is unrealistic, we'll tell you. If you don't need us, we'll tell you that too. We'd rather have a short, impactful engagement than a long, directionless one.

What they say

“They didn't hand us a strategy deck and disappear. They stayed in the room until it shipped — and it shipped well.”

VP Product

VP Product — Multi-Brand DTC Group

Ready to ship?

Hire an operator.

We plug in fast, operate like founders, and ship things that matter. No decks. No middle management. Just the work.

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