Ross Cook, Senior Technical Sponsorships Manager at Macron, works in a dynamic and frenetic environment, where no day is the same as the next. His responsibilities cover strategic areas such as the United Kingdom, Ireland, North America and Oceania.
“My main goal is to build and cultivate strong relationships with clubs and federations,” he says. “I manage the accounts, develop long-term partnerships, and oversee day-to-day operations. From commercial growth to identifying new opportunities: every aspect comes from my desk.”

Within the company, Ross is a liaison between various departments and external stakeholders. “I coordinate budgets, monitor statistical data, and prepare detailed reports to ensure that each project stays on track. I am the direct link between the design, modeling, industrialization, accessories, and PR teams.”

15 years of growth and transformation

Ross is about to celebrate 15 years at Macron, a milestone he looks back on with pride. “I always joke that this earns me a bronze medal for seniority in the company,” he says laughing. “For the gold medal, you should have started before 2004!”

Over the years, his role has evolved along with the company. Initially, much of the work was reactive, managing the issues as they arose.
“Thanks to the vision of our CEO, focused on personal and professional growth, my role has become more strategic,” he explains. “I have also been responsible for merchandising and communication, areas that initially did not fall within my responsibilities.”

At the time, the team sports marketing team consisted of just three people. “Despite the small size, we managed an astonishing number of sponsored clubs,” he recalls. Today, the team has grown proportionally with the company’s expansion.

A company in constant evolution

Ross lived firsthand the key stages of Macron’s evolution. One of the most significant was in May 2020, with the move to the new eco-sustainable headquarters, symbolizing the brand’s commitment to sustainability through the 4 the Planet project.
“The entire campus is constantly evolving,” he says. “Expansion projects with new buildings, gyms and multifunctional spaces are already underway.”

Digital transformation also played a crucial role. “When I arrived, we were transitioning from old systems to Microsoft, then to SAP. Now we continue to adapt, moving from a B2C model to a B2B model and now to a B2B2C model. I love showing visitors the improvements in the warehouse, the result of customer feedback.”

The brand’s identity has evolved: “If before we focused only on technical performance, today we are also perfecting the aesthetic and emotional aspects. Being in the Motor Valley, alongside brands like Ducati, Ferrari and Lamborghini, perfectly represents our path: we have built a perfect engine and now we are making it also beautiful to look at.”

Relationships that make a difference

Building relationships is at the heart of Ross’s work. Whether it’s initiating new agreements or strengthening existing collaborations, the key element remains the same: trust.

“Within the company, I often act as a bridge between departments. Sometimes I have to go back to a team and ask for a last-minute change to a department because a club president requires it. Situations that require empathy, collaboration, and ties built over time.”

According to Ross, it is precisely in the most difficult moments that the strongest relationships emerge. “When everything is going well, it is easy to work together. But in times of change – such as the arrival of a new director with a different vision – it is the relationship between people that makes the real difference.”

Motivation, challenges and a sense of belonging

One of the aspects that Ross appreciates most about Macron is the corporate culture, which is strongly rooted in a sense of family. “There is a great sense of belonging. Even as he grows up, Macron manages to make every new colleague feel an integral part of the project.”

He fondly recalls team building experiences, especially during major rugby events, as key moments for cementing the team spirit.

“The dynamism of my role inspires me every day. In the past, Sunday evenings were a burden. Now I go to bed with enthusiasm, ready for the challenges of the new week.”

Leadership also plays a fundamental role in motivating them. “Our CEO has an incredible long-term vision. The common joke is that he’s half a robot: we’ve never seen him sleep! But he really always guides us in the right direction.”

Making mistakes to learn

Reflecting on his career, Ross also recognizes mistakes as an integral part of growth.
“There was a rugby club to whom we made an offer that was not quite in line with their expectations. When we adjusted it, it was too late. Those moments teach more than a thousand successes.”

For him, every lesson becomes an opportunity to improve future processes and strategies.

Macron in a word: unity

If he were to describe Macron in just one word, Ross has no doubt: unity.
“Each department has its own goals, but we all work towards a common goal: creating innovative products and realizing our vision. It’s the same spirit we share with the sports teams: together, we aim for excellence.”