Rita Ferro, vice president, advertising sales, Disney and ESPN Media Networks Latin America, is responsible for the advertising sales and promotions efforts for The Walt Disney Company media assets in Latin America, including ESPN, JETIX, and Disney Channel Latin America. Ferro is based in ESPN’s Miami office and reports jointly to Mike Fox, vice president, worldwide advertising sales, ESPN and Diego Lerner, President, The Walt Disney Company Latin America.
As an integral member of the senior management team, Ferro leads a team responsible for spearheading ad sales and promotions efforts for ESPN and Disney’s media assets in Latin America, including television, radio, new media, online, publishing, consumer products and studios. In addition, Ferro has oversight of ESPN and Disney’s ad sales offices in Argentina, Brazil, Mexico and Miami. She also manages ad sales representatives in Central America, Colombia, Dominican Republic, and Venezuela.
Ferro joined ESPN International in 1997 as manager, international advertising sales. In 1999, she was promoted to director and became responsible for the day-to-day management of ESPN International’s Miami-based ad sales office. In 2002, Ferro assumed responsibility for the ad sales efforts for Fox Kids Latin America (later renamed JETIX), adding oversight of the Disney Channel Latin America ad sales in 2003.
Prior to joining ESPN, Ferro was manager of ad sales for Cisneros Television Group (1997), an advertising account manager with MTV Networks in Latin America (1994-1997), and an account executive with Blue Pearl Entertainment (1993-1994).
Ferro has both a Bachelors of Science degree in advertising and a Masters of International Business degree from Florida International University. She is fluent in Spanish.
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