EVP, Disney Media Sales and Marketing

The icing on a strong sales year across Disney networks, Ferro championed the formation of Disney Media’s Multicultural Sales team, which launched this year. It’s focused on working with clients to reach Latino and African American consumers across TV, online and radio. “We are excited to bring partners the cross-platform programs they are seeking, anchored in talent and characters—like Doc McStuffins—that really connect to our multicultural audiences.”

What’s your favorite part of your job?
I am fortunate to work at Disney Channels Worldwide during an exciting time with a tremendous amount of business, trade and consumer interest across our brands. According to my eight year-old, that makes me “a rock star!” She’s my “focus group of one” when I want perspective on how series, movies and stars resonate with kids. Being able to share what I do with her and seeing it through her eyes makes this job the best job in the world.
 
What’s been the biggest story in cable this year?
It’s the elevation of the Latino audience as a priority for all media. As a Latina who grew up watching general market media, I am excited to see media companies acknowledging that English language media outlets is where the majority of Latinos spend their time consuming media and having characters and stories that resonate with Latinos will ensure continued growth and success. At Disney Media, this year we launched a Multicultural Sales group to focus on the strength of our shows and Radio Disney with both the Latino and African American consumer. We are excited to bring partners the cross-platform programs they are seeking, anchored in talent and characters (like Doc McStuffins) that really connect to our multicultural audiences.
 
How do you define success in the workplace?
For me it’s simple…when you enjoy what you do, work next to people you admire and respect, and you have a team that continues to drive results, even with the continually changing landscape of our business, that makes the sense of accomplishment so sweet!
 
Best trick for maintaining the personal-professional life balance?
I like to say work-life integration is what I strive for. The trick is finding a place where you can make that happen. I am very lucky in that I work for a company and a boss that values this tremendously, it’s important that you find a job that’s your passion and that you do it for a company and boss who value you and who know you are your best when you can make it all work together.
 
Who would you want to swap jobs with for a month and why?

My daughter’s 3rd grade teacher! I could never do it for more than a month, I think teachers are very special people and so much more patient than I could ever be! But for one month, I think the ability to spend time listening to kids, understanding what makes them tick and what they enjoy most would be invaluable perspective for what I do every day.

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