Hembery Named First-Ever SRO Global Chief Marketing Officer

SRO Motorsports Group has hired industry veteran Paul Hembery as its first global chief marketing officer, marking a major step in the company’s continued international expansion.

Hembery joins the Stephane Ratel-owned organization after six years in California, where he advised on sports business acquisitions, automotive startups, and strategic growth ventures. His broad experience in brand building and high performance business transformation positions him perfectly for his new role.

He previously led Pirelli’s worldwide motorsport program, guiding the brand into Formula One while strengthening its deep ties with GT racing.

His work helped evolve Pirelli from a tire supplier into a lifestyle powerhouse with global reach.

At SRO, he will drive that same ambition as he unifies the company’s marketing, sales, design, and communications teams while overseeing SRO’s major investment program to elevate GT World Challenge powered by AWS across four continents.

“Paul and I have known each other for many years, but I am also a great admirer of his initiatives that have played a central role in lifting Pirelli from a tire manufacturer to lifestyle brand with global visibility,” said Ratel. “In this regard there is no better person to help SRO unlock GT World Challenge powered by AWS’s commercial potential.”

Hembery joined SRO on Dec. 1 and is based in its London office.

“No other motorsport organization can match the sheer scale of SRO’s global footprint, built through Stephane’s vision and relentless drive,” he said. “The growth year after year has been remarkable, and I’m thrilled to help steer the next chapter.

“The potential ahead is immense, and joining SRO is an exciting opportunity to push that momentum even further.”