Rita Ferro is Executive Vice President, Disney Media Sales and Marketing, Disney Channels Worldwide, a role she was promoted to in June 2010. She leads the integrated sales team that represents and maximizes advertising sales, marketing and promotions across The Walt Disney Company's media platforms serving kids, moms and families, including its kid-driven, family-inclusive TV channels, its wide-range of online, mobile and social offerings, its kid- and mom-focused radio platform and its Multi-Cultural group. The portfolio consists of Disney Channel, Disney XD, Disney Junior, Radio Disney and several Disney Online, Mobile and Social properties serving kids, families and/or women.

An award winning senior entertainment industry sales executive, Ferro has over 20 years sales experience successfully implementing innovative initiatives and multi-platform opportunities that fuel the success of franchises across media platforms. She leads a team in New York, Los Angeles and Chicago, and works closely with Disney's sales organizations in Europe, Middle East, Africa, Latin America, Canada and Asia.

Previously, Ferro worked with Disney Latin America, most recently as Vice President, Advertising Sales, Disneymedia+, representing the vast commercial opportunities generated by Disney in Latin America – a pan-regional business spanning television, radio, online, publishing, consumer products and studios. In this role, she had oversight of ad sales offices in Argentina, Brazil, Mexico and Miami, and its ad sales representatives in Central America, Colombia, Dominican Republic, Venezuela, Ecuador, Peru and Chile.

For the past three consecutive years (2014-12), Ferro was named one of the Most Powerful and Influential Latinos by the Imagen Foundation. In 2015, Ferro was selected as part of Multichannel News' Wonder Women -- "Women to Watch."

A native of Coral Gables, Florida, Ferro earned a Bachelor of Science in advertising and a master's degree in International Business from Florida International University.  She, her husband and daughter live in Short Hills, New Jersey.