Rita Ferro
Executive Vice President, Disney Media Sales and Marketing
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Rita Ferro is executive vice president, Disney Media Sales and Marketing, a role she was promoted to in June 2010. She leads the integrated sales team that represents and maximizes advertising sales, marketing and promotions across The Walt Disney Company's media platforms that serve kids, moms and families. The portfolio consists of the 24 hour kid-driven, family inclusive Disney Channel, Disney XD and Disney Junior channels, plus over 20 Disney Online properties serving kids, families and/or women, and the kid- and mom-focused 24 hour radio platform, Radio Disney.
From 2008-10, Ferro was vice president, Advertising Sales, Disneymedia+, representing the advertising and promotions industry, as well as the vast commercial opportunities generated by Disney in Latin America – a pan-regional business spanning television, radio, online, publishing, consumer products and studios. In this role, she had oversight of ad sales offices in Argentina, Brazil, Mexico and Miami, and its ad sales representatives in Central America, Colombia, Dominican Republic, Venezuela, Ecuador, Peru and Chile.
Ferro joined ESPN International in 1997 as manager, International Advertising Sales. In 1999 she was promoted to director, and in 2003 to vice president, International Ad Sales, and gained management responsibility for the ESPN International Ad Sales office in Miami. She ultimately added ad sales management for Disney Media Network's burgeoning kid-driven and family inclusive portfolio – Disney Channel, Disney XD and the then-branded Playhouse Disney – in Latin America.
Prior to joining ESPN, Ferro was manager of Ad Sales for Cisneros Television Group (1997), an advertising account manager with MTV Networks in Latin America from 1994-97 and an account executive with Blue Pearl Entertainment from 1993-94.
A native of Coral Gables, Florida, Ferro earned a Bachelor of Science degree in advertising and a Master of International Business degree from Florida International University.