As President, Global Advertising, Disney, Rita Ferro leads global advertising sales for the company’s broadcast, entertainment, news, sports, digital and ad-supported streaming businesses, across brands and platforms that include: ABC Entertainment, ABC Daytime and ABC News; Disney Channels Worldwide; Disney+; ESPN Networks and ESPN+; Freeform; FX; Hulu; and National Geographic. She has been in this role since 2018, and has added all global advertising responsibilities for the company under her purview in 2023.
Rita’s direction has transformed Disney’s advertising strategy and influenced the industry at large – resulting in a consultative and insights-led sales approach that allows clients to drive maximum growth in their businesses. Across Disney’s robust portfolio of platforms, she champions advanced advertising and data science to push the boundaries of outcomes that marketers and advertisers can achieve in their campaigns.
In an industry historically dominated by men, Ferro is at the top of her profession and continues to be a disruptor and pioneer in the advertising space. In addition to her professional successes, her commitment to mentorship is paving the way for other women – especially Latina women – to advance in the field.
Ferro currently sits on the board of the MMA (Mobile Marketing Association), the Ad Council, IAB (Interactive Advertising Bureau), AAF (American Advertising Federation) and VAB (Video Advertising Bureau). She earned a Bachelor of Science in advertising and a master’s degree in International Business from Florida International University. Ferro is a well-recognized thought leader in the media, technology and advertising space, lauded with more than 100 industry honors to date.