Heat oven to 425°F. Combine rub ingredients in small bowl; press evenly onto all surfaces of beef roast.
Place roast on rack in shallow roasting pan. Do not add water or cover. Roast in 425°F oven 30 to 40 minutes for medium rare; 40 to 45 minutes for medium doneness.
Remove roast when instant-read thermometer registers 135°F for medium rare; 150°F for medium. Transfer roast to carving board; tent loosely with aluminum foil. Let stand 15 minutes. (Temperature will continue to rise about 10°F to reach 145°F for medium rare; 160°F for medium.)
Carve roast across the grain into thin slices. Season with salt and pepper, as desired.