Rita Ferro
Ferro is responsible for all advertising on Disney kids and family TV, radio and online platforms. Her sales strategy has resulted in both revenue and volume increases for the past several years as well as new clients in new categories. A proud Cuban-American, she has been named one of the Most Powerful and Influential Latinos by the Imagen Foundation for the past three consecutive years. Ferro prides herself on her commitment to mentoring and spending time with Latina employees across Disney. “I have gotten as much out of those experiences as they tell me they are getting,” she says.
What’s your biggest professional accomplishment in the past 12 months?
There are two things I feel equally proud of over the past 12 months. The first is the transitioning of our sales organization from a traditional media sales organization to a team truly focused on cross screen and cross experience execution with our partners at the center. The second is the commitment I have made to mentoring and spending time with Latina employees across our organization. I have gotten as much out of those experiences as they tell me they are getting.
Best business advice you’ve received?
Without a doubt, take risks. I have grown the most as a person and leader when I have taken the chance to make a big impact and pushed beyond the comfort zone.
How do you define diversity?
Diversity to me means the celebration of the uniqueness and individuality of the persons and ideas that contribute to the overall success and culture of my organization.
How can cable better support diversity?
Celebrate the differences of cultures and ethnicities that make for great entertainment. Music concerts and movies from other countries and cultures are always some of the most interesting shows on cable, so it would be great to see more of those.
What’s been the biggest story in cable this year?
The impact that OTT providers have made on existing business models and the transformation that will come from this.
How do you define success?
I define success as constantly working to achieve my goals with conviction and pride, inspiring my teams to believe in their abilities, ensuring my family is happy and healthy, and having no regrets about missed opportunities.
