After studying Mechanical Engineering in the United States at Boston University, he moved to New York where he worked in hedge funds for Oppenheimer & Company and Alpha Investment Management. At the latter, he served as Managing Director. In September 1997, he returned to Europe to take a position in the Benetton Formula One team following the departure of chief executive Flavio Briatore.
Rocco started out as commercial director, working alongside chief executive David Richards.
Richards tried to convince the family that it was necessary to sell some of the shares in the team to the Ford Motor Company, in order to get a factory engine supply. The Benettons did not agree to this and Richards departed in October 1998 and Rocco was appointed chief executive, the youngest in F1 at the time.
He disappeared from F1 when the team was sold to Renault at the start of 2000. He then moved back to Treviso where he founded the Companies Zero Rh+ and Oot Group.
In 2003 he also joined the board of Banca del Gottardo Italia and acquired a 4% stake in the company.