After graduating in Physics at the University of Milan, during the 90s he founded successful startups in the area of advance technology for Financial Institutions, gaining many blue chip customers and significant support from the European Community for applied research projects. In 1999, he joined I&T, an Italian system integration company, as Marketing Director for Financial Services, acting as a central point of coordination for product positioning and value proposition creation, especially in the context of partnerships, planning and marketing. In 2002, Rocca joined SSB with roles related to marketing, strategy and products, and a main focus on the card business and innovation. Responsibilities included defining and managing the value extension of Electronic Payments products for Financial Institutions, providing business executives with thought leadership on competition, vision and strategy for the European market. In the period 2012-2015, he was responsible for SIA Corporate Development in Central Europe and starting from 2016, he has been Executive for Large Accounts in the International Division, focused on Austria and France and dealing with Financial Institutions, partners and associations.