The engine room behind the strategy.
The Rocking Lobster is the strategic lab and delivery engine of Gary Pine, an Interim Senior Delivery Lead with over 20 years of experience unblocking cross-functional engineering teams and driving commercial growth.
The gap between the deck and the code.
For two decades, the business world has struggled with the same fundamental problem: the gap between the strategy written in a slide deck and the reality of the code shipped to the customer.
We operate on a simple, battle-tested principle: Delivery is Strategy. You cannot understand the future of Product, Marketing or Growth unless you are actively building it. We don't just consult on digital transformation — we prototype it, build it, and scale it.
20 years of executing in the trenches.
The "new operating system" of AI-native building didn't come from a textbook. It was forged by managing ambiguity, complexity and high-stakes technical roadmaps across multiple sectors — from PropTech to global SaaS platforms. Our DNA is a track record of driving momentum when the stakes are highest.
- 01
Speed as a habit
At The Number 118 118, we developed and launched Europe's first ad-funded voice proposition in under 40 days to protect a $100M core product line.
- 02
Navigating platform shifts
We led the change management to migrate Auto Trader's customer base from print to digital, delivering a £1.6M revenue turnaround and growing digital revenues 119% in year one.
- 03
Scaling for exit
We led the business rejuvenation programme for Point Progress, shortening product development cycles by 40% through Agile methodologies, culminating in a successful exit to Civica.
- 04
Architecting for growth
At Bottomline Technologies, we aligned product vision with emerging market trends to deliver 979% revenue growth on the primary product line.
The bottleneck has moved.
Historically, the constraint was execution. Software delivery was expensive, rework was painful, and entire industries were built around protecting engineering capacity with bloated specifications and endless approval gates.
AI has flipped the economics of software. Building is getting cheaper. But clear thinking, technical governance and high standards are not. When a small team can build almost anything quickly, the premium shifts from capacity to judgement.
That is why The Rocking Lobster was established as a living laboratory. We exist to help PLCs, PE-backed firms and high-growth startups navigate this new technical ambiguity.
How we build now.
- 01
AI-native prototyping
We replace bloated specifications with real, functional prototypes built in Python and React. We validate complex engineering concepts immediately, bypassing traditional bottlenecks.
- 02
Code as a thinking tool
We use code to reach technical truths faster, using demos — not decks — as the primary form of stakeholder alignment.
- 03
The new growth stack (AIO & GEO)
Search is fundamentally changing. We actively experiment with the transition from traditional SEO to Artificial Intelligence Optimisation, ensuring technical architectures are built for machine-readability.
- 04
Operational excellence as code
We transform rigid Standard Operating Procedures into executable Prompt Libraries, allowing organisations to instantly pivot strategy and brand voice through automation.
What clients and partners say about Gary.
I worked as Gary's peer at W2 for several years and in that time I discovered Gary to be one of those professionals that can turn his hand to almost anything and could adapt to fast changing circumstances. Gary has an ability to creatively recognise opportunities and coupled with a prolific output and positive can do attitude, Gary not only is constantly creating new ideas but also delivers in execution. Gary also possesses a truly open, caring, honest and confident way with people, whether it is presenting to a packed room on the latest product roadmap or just making sure a co-worker is ok. He always ensures that others obtain recognition for their work and input. With all of these characteristics make Gary an ideal person for leading modern Product and Marketing organisations.
Gary and I worked together to bring a new solution to Bottomline's EMEA customers. Bottomline had made an acquisition in the USA and Gary was looking to see how he could leverage their product set in EMEA. Gary had the insight and vision to introduce a new cloud-based Direct Debit solution. With Gary's vision, tenacity and hard work as Business Owner, the solution was introduced to a major EMEA customer within a few months. Gary's ability to identify how a technology solution can be adapted to fit a different business need is outstanding. His ability to articulate the solution, enthuse and build a visionary business case for a go-to-market strategy resulted in opening a pipeline worth several £M.
Having worked with Gary for a number of years I always felt he was well rounded in his approach to products and offerings. He could operate at all levels and always viewed solutions from multiple perspectives including technical, user and commercial proposition. This balanced approach meant he could engage across the organisation and help drive key initiatives through to success. Gary was a real pleasure to work with and a highly valued member of the product team.
Gary is a consummate professional and fountain of knowledge, skills which were apparent in his ongoing support of the entire corporate payment team at Bottomline. He is sensitive to explaining complex solutions at a pace to suit the audience, whilst being able to engage with subject matter experts and beginners alike. I often found myself relying heavily on Gary for help; help which was always offered willingly, enthusiastically and with a smile.
Gary has been leading product strategy, development and keeping customers on side for a key line since he was dropped in to sort it out. Which he has. He's helped me with issues from strategy to the lowest of operational details. He soaks new information in like a sponge, both inside and outside the business: he reads prodigiously. Collegiate to a fault, he is happy to share all of his knowledge - war stories and reading - and makes it draw you in and really inform you. The environment here is fast paced, but his office is an ocean of calm... relief and delight, as he solves all your problems with a twinkle, grin and a one liner.