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As president of Advertising Sales for the Walt Disney Company,
Rita Ferro leads advertising sales for the Company's
entertainment, news, sports and kids linear and digital TV and
Radio businesses (ABC Entertainment, ABC Daytime and ABC
News; Disney Channel, Disney XD, Disney Junior, Radio Disney;
Freeform, FX Networks, National Geographic Networks) and the
ESPN portfolio which includes ESPN’s domestic networks, ESPN
on ABC, ESPN.com, ESPN3, ESPN Radio, ESPN International,
ESPN+ and ESPN Mobile. She also leads the integrated sales
team for the Disney Digital Network, the Company’s online, mobile
and social offerings. Additionally, Ferro directs National TV Ad
Sales for ABC’s eight owned local TV stations. She has been in
RITA this role since September 2018.
FERRO Among her many industry honors, Ferro was named to Variety’s
2018 Power of Women New York Impact list, honoring women
across all aspects of the entertainment industry who are making
President, an impact; in 2017, she recognized to The Hollywood Reporter’s

Advertising Sales Women in Entertainment Power 100, in addition to being featured
Direct-to-Consumer on AdvertisingAge’s Women to Watch power list, which celebrates
& International the most powerful women in advertising. In 2015, Ferro was
selected as part of Multichannel News’ Wonder Women
— “Women to Watch,” and for seven consecutive years (2012-18),
Ferro has been named one of the Most Powerful and Influential
Latinos by the Imagen Foundation. Most recently, The Mayor of
New York City, Bill de Blasio and the Mayor’s Office of Media
and Entertainment (MOME) Commissioner, Julie Menin appointed
Ferro to the Latin Media and Entertainment Commission (LMEC)
in efforts to cultivate the next generation of New York City-based
Latinx media and entertainment professionals; promote enhanced
Spanish language content on mainstream and emerging media
platforms; attract and retain major Latinx media events in New
York City; and expand the audience for premier Latinx cultural
content in New York City.

Ferro began her career with The Walt Disney Company 22 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 the 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+.

She earned a Bachelor of Science in advertising and a master’s
degree in International Business from Florida International
University, and currently lives in Short Hills, NJ with her husband
and daughter.
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