Ferro’s groundbreaking strategy for streaming has led to incredible growth and allowed Disney Advertising Sales to surpass $1 billion in addressable revenue. To boot, she helped the division launch four executive DEI committees during the past year. Rising through the ranks at Disney, she learned some things are fundamental to a team’s success: People want to know they matter; they want to be heard and understand how they can contribute. “I have been extraordinarily lucky to have many male mentors and leaders who opened doors in my career at Disney. They saw me, heard me, and pushed me beyond my comfort zone to reach further than I probably would have otherwise. And more importantly, they advocated for me,” she says. “That’s something I’ve tried to emulate in my role as a leader.”
What’s one way your company has broadened the recruiting process to ensure greater diversity?
Recruiting is an important area of focus for us, and we have really expanded how and where we source talent. As part of our reflection in the wake of events of injustice last year, Disney Ad Sales launched four Executive DEI Committees focused on key areas: Hiring; Listening and Education; Development and Industry. The Hiring committee re-engaged and doubled down on growing a diverse workforce and culture of inclusion. We’ve reinvigorated everything from how we attract applicants to how we onboard and grow our employees. This includes how we write job descriptions, how we leverage our extensive internship program, the organizations we partner with to source talent, the interview panels applicants attend, and the experience once someone joins the Disney family have all been redesigned with inclusion at the center. Disney Ad Sales is a place for everyone to belong.
Best advice for someone looking to re-enter the workforce after a hiatus?
We have lost so many talented individuals from the job market due to COVID, and many having to make the right decision to put family first. My advice is to be honest about the reasons they stepped away, and know that this is a hot job market where qualified and hardworking people are in demand. Trust your experience, find something that fulfills you and go for it! As someone who is always looking for great people to join my team, I know that talent doesn’t go away when someone steps away from work. I’d be thrilled to have them consider to be part of our team.
Do you have an example of male allyship that made a difference to you?
I have been extraordinarily lucky to have many male mentors and leaders who opened doors in my career at Disney. They saw me, heard me, and pushed me beyond my comfort zone to reach further than I probably would have otherwise. And more importantly, they advocated for me. I have many examples, but one leader I really admire is Diego Lerner, my boss when I ran Latin America Sales and Promotion for Disney. When things were successful, it was always my win. Having my hard work credited by my leader gave me the confidence to push forward in my career. However, when things didn’t go as we wanted it to, it was his miss. He understood that a leader is part of the team. He was in it with us and made sure everyone was acknowledged and supported regardless of outcome. That’s something I’ve tried to emulate in my role as a leader.
