Rita Ferro

EVP, Disney Media Sales and Marketing

Eye-catching, bar-raising brand activations across multiple screens and live events are all part of the magical mix Ferro fosters to create business that benefits both Disney and its ad partners. A collegial and strategic executive, she led her team to wrap negotiations for the Disney Kids upfront with pricing and dollars up over the prior year, moving earlier and more quickly than ever. Ferro keenly understands the multiplatform business that’s the norm in media today, and she continually stretches boundaries such as her recent development of social media and sales around the new “Disney LOL” app bundle. “The ad sales organizations within many cable networks have women in leadership roles and they themselves are doing a tremendous job of elevating the next generation of woman leaders,” she notes.

Which sector of the cable industry best demonstrates gender equality? Which could use some enlightenment?

The ad sales organizations within many cable networks have women in leadership roles and they themselves are doing a tremendous job of elevating the next generation of woman leaders.

What advice would you give your 13-year-old self? 

Most importantly, always follow your passion, believe in yourself and surround yourself with the best people, they will make you better.  And as you rise, lift so you give others the same opportunities afforded to you.

Which current programming best reflects the kind of women’s roles you like to see and why?

“Elena of Avalor” on Disney Channel shows girls that being strong and independent is important and that girls can do anything they want to.”

What’s been the biggest story in cable this year?

The importance of being everywhere viewers are regardless of screen to stay relevant and connected to your customers.