Rita Ferro
Rita Ferro
President, Advertising Sales
The Walt Disney Company
As President of Advertising Sales for Disney, Rita Ferro leads advertising sales for The Walt Disney Company's audio, entertainment, news, sports, kids linear and digital TV ad-supported streaming businesses: ABC Entertainment, ABC Daytime and ABC News; Disney Channels Worldwide; Disney+; ESPN Networks and ESPN+; Freeform; FX; Hulu; and National Geographic. She also leads the integrated sales team for Disney Digital, the Company’s online, mobile and social offerings. Additionally, Ferro directs National TV and Regional Ad Sales for ABC’s eight owned local TV stations.

Under her leadership, Disney offers advertisers a one-stop approach to leverage the breadth of Disney’s portfolio and reach audiences across all of the Company’s media properties. Her direction has transformed Disney’s advertising strategy and influenced the industry at large – resulting in a consultative and insights- led sales approach that allows clients to drive maximum growth in their businesses.

In an industry historically dominated by men, Ferro is at the top of her profession and continues to be a disruptor and pioneer in the advertising space. In addition to her professional successes, her commitment to mentorship is paving the way for other women to advance in the field.

Among her many industry honors, Ferro made history as the first Latin woman, and third woman in 35 years, to receive the prestigious Frank Stanton Award for Excellence in Communication. In 2018, she was named to Variety’s Power of Women New York Impact list, honoring women across all aspects of the entertainment industry who are making an impact. In 2017, she was recognized by The Hollywood Reporter’s Women in Entertainment Power 100, in addition to being featured on Advertising Age’s Women to Watch Power List, which celebrates the most powerful women in advertising. In 2015, Ferro was selected as part of Multichannel News’ Wonder Women – “Women to Watch,” and for eight consecutive years (2012-19), Ferro has been named one of the Most Powerful and Influential Latinos by the Imagen Foundation and was inducted into its Hall of Fame in 2019, honoring individuals in the entertainment industry who have dedicated themselves to excelling in their profession.

Ferro began her career with The Walt Disney Company 24 years ago with ESPN International, where she held several posts including vice president, International Ad Sales, leading the ESPN International Ad Sales offices in Miami, Argentina, Mexico and Brazil. She ultimately added ad sales management for Disney Media Network’s kid-driven and family-inclusive portfolio – Disney Channel, Disney XD and then-named Playhouse Disney – in Latin America. Additionally, she has held the positions of executive vice president, Disney Media Sales and Marketing for Disney Channels Worldwide and vice president, Advertising Sales, Disneymedia+.

Ferro currently sits on the board of the V Foundation; MMA (Mobile Marketing Association; the Ad Council; IAB (Interactive Advertising Bureau); AAF (American Advertising Federation); Center for Communication; VAB (Video Advertising Bureau) and the Hispanic Scholarship Fund. She earned a Bachelor of Science in advertising and a master’s degree in International Business from Florida International University, and currently lives in Livingston, NJ with her husband and daughter.