Ferro has a great ability to remain on the cutting edge of innovation in the way Disney provides services to clients, connecting them across multiple platforms and touchpoints. She oversees all advertising on Disney networks, radio and online, and her sales strategy—and innovative Upfront game plan—resulted in both revenue and volume increases for the past several years. She encourages women to apply all of their skills: “Women have great ability to multitask and agility to react in the moment tremendously well and this will serve them well in the world of cable.”
Where are the biggest growth areas for women in cable?
The ability to evolve cable brands from a linear traditional television channel to a multi-device, multi-experience storytelling brand experience will be an area of tremendous growth for cable. Women have great ability to multitask and agility to react in the moment tremendously well and this will serve them well in the world of cable.
What’s the most important aspect of mentoring?
Being a mentor is a tremendous responsibility so making sure you make the time and are accessible is important. I have been fortunate to benefit tremendously from the mentor relationships I have been participated in with several extending far beyond the official period they were to run. I am energized by the quality and diversity of the workforce coming up and their passion for what they do. As a mentor, I have gotten as much from these relationships as the mentees have.
What/who inspires you at work? What/who inspires you outside the office?
The thing that inspires me most at work is the great brand and company I work for. Given the changing landscape and the fragmentation of media, the connections built with consumers through great storytelling REALLY matter and there is no company better at storytelling than Disney. Outside of the office, no one inspires me more than my 10 year old daughter Tatiana. Her curiosity for information and zest for life are a daily reminder of the responsibility and dedication we must all have to our future generations. It’s so important that we to continue to inspire them with great entertainment and challenge them to work hard to achieve their goals.
Best trick for maintaining the personal-professional life balance?
Work-Life balance is such a tricky thing as it means so many different things to different people. I try to follow Work-Life integration in my life, which basically means you have to create some sort of boundaries and then understand that even the best plans change. There will be days family has to take priority because of something going on, and you will take the day because you should. And other times, you may have to miss a game or a show because something came up at work, and while your family won’t be happy about it, it’s the right thing to do.
Your favorite trick for unwinding?
Hanging out with my family and enjoying dinner out is a go-to.