Disney promoting head Rita Ferro leads the cost for main ramp up

As Rita Ferro, Disney president of worldwide promoting, ready to take the stage on the firm’s current upfront presentation, she had actor Paul Anthony Kelly on her thoughts.

Kelly not too long ago portrayed John F. Kennedy Jr. within the restricted FX TV sequence “Love Story,” and met Ferro at an earlier occasion. After a fangirl second that included an iPhone snapshot, Ferro requested that Kelly introduce her on the annual pitch to advertisers.

“That is the Disney distinction: belief, innovation and unmatched fandom. Not simply with the tales they inform, however how they function as an organization,” Kelly stated on stage earlier this month. “And all of that is largely as a result of Rita Ferro.”

“She claims to be my greatest fan, however actually I believe I am hers,” Kelly stated.

Ferro is a 29-year veteran at Disney and has risen by numerous roles to the highest of its promoting enterprise. That locations her on the heart of a media trade rediscovering the significance of promoting, as conventional TV, streaming, digital and social platforms all jockey for viewers and advert {dollars}.

Whereas Disney and different media firms held reveals in mid-Might to dazzle advertisers, the negotiations to lock in commitments are presently underway.

Ferro stated in interviews with CNBC that she thinks fandom — from sports activities to leisure franchises — is essential to driving the Disney portfolio and what unites the corporate’s divisions below newly put in CEO Josh D’Amaro.

“While you consider ‘One Disney,'” Ferro stated, referring to the technique being undertaken by D’Amaro, “and all the alternatives to tie in model partnerships with our film studio companions, [and] the company alliance items that may tie into park activations, it is a much more fascinating and dynamic alternative than only a conventional media gross sales position.”

Ferro beforehand held roles at Disney at ESPN Worldwide, Disney Media Community’s Children and Household, and Disney Interactive, which not exists however had centered on the event and distribution of video and cell video games, social media and different digital merchandise.

In 2018, Ferro grew to become president of promoting within the U.S., and in 2023, she took over the enterprise globally. She now leads all promoting gross sales for Disney’s leisure, information and sports activities properties throughout linear TV, digital and streaming.

“On a regular basis you are studying, on a regular basis is completely different and we spend a lot time exterior studying our companions’ companies,” she stated. “That is what I really like.”

The daughter of Cuban immigrants who got here to the U.S. simply earlier than the beginning of the Cuban Revolution, Ferro was born and raised in Miami. She moved to New York Metropolis after graduating from Florida Worldwide College with the intention to develop into a copywriter and artwork director. After one class, she stated, it grew to become clear she wasn’t fitted to that profession.

Ferro stated she quickly acquired concerned in fundraising for a manufacturing firm that showcased Latino comedians and “realized that I used to be a lot better at that facet.” She acquired her begin within the media advert trade working for MTV in Latin America earlier than its official launch.

“These have been the very early, early, early days of cable. MTV was perhaps the second channel that launched within the area. In 1993 you are constructing an trade that does not exist,” stated Ferro of her first job. “So I am very lucky, as a result of I additionally acquired to do issues with no blueprint. It was a bit unsophisticated and unpolished … which I believe I thrived in on the time.”

Just a few years later, her data of Latin America and skill to talk Spanish helped Ferro land a job at Disney, which led her again to New York. She now resides in New Jersey together with her husband and daughter, working in Disney’s Manhattan workplace when she’s not touring for work.

Ferro stated previous to the corporate’s upfront presentation earlier this month, she had hardly spent an uninterrupted week at dwelling this yr. Her schedule has included the CES commerce present in Las Vegas, the Winter Olympics in Milan-Cortina, and the White Home Correspondents’ Dinner in Washington, D.C. That is along with visiting numerous Disney workplaces to see her international workforce and infrequently attending sporting occasions with ESPN Chairman Jimmy Pitaro.

“One of many issues that I like most about her is the truth that she is within the discipline. You get to a sure degree in gross sales and numerous of us determine they will deal with managing the workforce,” stated Pitaro, certainly one of three Disney leaders who Ferro reviews to. “Rita does a incredible job managing the workforce, however that’s solely a small a part of what she considers her position to be.”

Colleagues of Ferro’s, each internally at Disney and extra broadly throughout the trade, famous in interviews that her path to the highest of a media large’s advert enterprise has been non-traditional. On the similar time — maybe serendipitously — her numerous roles over time align with among the major areas of development now central to the media trade.

Disney has not been resistant to current trade turmoil, present process consolidations, reorganizations and management adjustments.

In March D’Amaro took over as CEO following Bob Iger’s second stint on the helm of the corporate — that the majority current tenure lasting lower than 4 years and designed to fortify Disney’s place in streaming, return the film studio to its prior dominance and additional propel its theme parks and experiences.

On his first day as CEO, D’Amaro stated his aim was to focus the corporate on “coming collectively as one Disney to ship a extra related, customized and immersive expertise to our shoppers.”

Earlier this month in the course of the firm’s quarterly earnings name, CFO Hugh Johnston added it is “about how we create, distribute, interact, and monetize our tales and types throughout the corporate in a method that will increase the lifetime worth of our shoppers and drives compounding returns for our backside line – and thus for our shareholders.”

Monetizing tales is the place Ferro is available in.

Her mandate spans leisure TV networks — with marquee occasions just like the Oscars and Grammys —streaming platforms Disney+ and Hulu and Disney’s sports activities portfolio, primarily comprised of ESPN’s linear and streaming choices.

“Our portfolio is giant, but it surely’s straightforward to navigate for our advertisers due to the way in which Rita has structured it. I am going to name it one-stop purchasing for all the things that they want,” stated Debra OConnell, chairman of Disney Leisure Tv and one other of Ferro’s bosses alongside Pitaro and Disney Leisure Chairman Alan Bergman.

“She’s at all times been a pacesetter, and asks, ‘How can I convey alternatives to purchasers that really feel not solely completely different, but additionally amplifying the engagement {that a} shopper may have with our viewers?” stated OConnell in an interview.

Media firms have leaned into established mental property within the face of widespread trade challenges together with the decline of conventional cable TV subscribers; the push to make streaming worthwhile in a extremely aggressive panorama; and the gradual restoration of the theatrical trade after the Covid pandemic — all whereas preventing to regain shoppers’ consideration that has shifted to social media platforms like TikTok.

Amid the shift to streaming, promoting’s position has solely gained significance.

Wall Road as soon as rewarded media firms for streaming subscriber development, however as these numbers have plateaued for many firms, the addition of ad-supported choices has been a brand new measure of success.

Though Hulu — which Disney acquired in items and took full management of in 2025 — was the primary streamer to get within the promoting sport, the corporate’s flagship service, Disney+, launched in 2019, added a less expensive, advert tier in late 2022.

Throughout Disney’s most up-to-date quarterly report in early Might, the corporate’s leisure section reported that streaming income offset declines in each linear affiliate charges and promoting.

Disney+ noticed double-digit advert income development in comparison with the identical interval final yr.

As promoting reclaims the highlight, stay sports activities more and more dominates the dialog. The class, which now grabs the most important audiences and advert {dollars}, is seeing ever-rising media rights prices.

The NFL is within the midst of an 11-year, $111 billion media rights deal, whereas the NBA is within the first season of its 11-year, $77 billion deal. Increased rights charges means a have to seize return on funding. At Disney, which means leveraging “the ability of stay [events] and sports activities, and the energy of ESPN’s upcoming slate,” Pitaro stated in an interview.

“[Ferro] will get and understands that,” he stated. “That additionally comes with accountability, proper? Sports activities rights are costly and they also must be monetized, not simply by affiliate charges however by advert gross sales and sponsorships. And he or she’s at all times delivering for us.”

This yr ESPN will air the Tremendous Bowl for the primary time ever, and the sport will return to Disney’s broadcast community ABC after 20 years. Tremendous Bowl advertisements, which garner file cash annually, are reportedly anticipated to promote for $10 million per 30-second spot.

Disney’s wager on sports activities and streaming amplified final August when the corporate launched the ESPN direct-to-consumer streaming app, which options all the content material from its TV community in addition to unique programming.

“To me, stay sports activities is simply massively, massively helpful to to us,” stated CFO Johnston at a current investor convention. “Extra importantly, it is massively helpful to advertisers as a result of they need these massive aggregated audiences they usually worth that tremendously.”

Rising as a key differentiator in international promoting, and on show throughout this yr’s upfront displays, is expertise.

“We have actually redone our advert tech stack in a method that enables us to focus on for advertisers a lot, far more successfully,” Johnston stated at an early March investor convention.

For Disney, that is included the buildout of instruments and choices to unite streaming and linear TV for advert consumers; increasing measurement partnerships; creating Disney’s Viewers Graph, basically its personal in-house first-party knowledge about viewership; and in 2025 unveiling its ad-supported month-to-month lively person methodology.

“That was very clear to me, that if we have been to compete we would have liked to regulate our future,” fairly than depend on a third-party platform, Ferro stated.

These additions have debuted as a part of Disney’s Tech and Information showcase at CES, which started in 2021, and serves because the unofficial kickoff to the upfront. Many advert tech and knowledge companies provide these providers to permit for higher concentrating on as advertisers are demanding more and more correct viewers measurement.

“She’s had the readability of thought to say, ‘We have to be a tech-driven, data-driven group with platforms that may compete on the degree of Google and Meta,'” stated Kevin Krim, CEO of advert knowledge agency EDO. “Disney was early in investing in that stuff and aggressive in a method I believe others type of hesitated after which later went all in.”

A lot of Disney’s in-house tech has been integral as advertisers search for specifics to focus on viewers and measures outcomes.

Josh Mattison, government vice chairman of digital income pricing, planning and operations at Disney, who reviews to Ferro, stated in an interview that Ferro made some extent to be taught the ins and outs of the digital instruments at Disney’s disposal.

“She understood the significance of getting your individual advert tech stack as a way to scale globally and reply to the market’s expectations,” Mattison stated. “For those who take a look at one dimension of how Rita leads, it is by the lens of not simply embracing expertise, however actually driving expertise, each inside Disney, but additionally taking a place within the trade of how essential it’s for patrons and the way essential it’s for our enterprise.”

Ferro’s subsequent frontier is one which calls again to the start of her profession.

Worldwide development has emerged as a precedence for a lot of media firms, particularly streaming providers that see a lot of their additions exterior of the U.S. The identical is true for Disney.

“Disney+ has significant alternative for development internationally, and we’re centered on scaling exterior the U.S.,” D’Amaro stated in the course of the firm’s most up-to-date quarterly earnings name. “We’re rising our native content material investments, and early outcomes — they’re encouraging.”

For Ferro, this interprets to constructing out the ad-supported streaming enterprise overseas in the same approach to what she’s completed within the U.S.

“I began my profession worldwide, and so I am very passionate concerning the worldwide a part of my job,” Ferro stated. “The U.S. enterprise just isn’t solely mature, however there’s a like a cadence, if you’ll, that is very common.”

Compared, she stated, worldwide markets include extra selection and extra to be taught.

This summer season, Ferro plans to go to Paris for VivaTech, which she described as “the CES of Europe.” She’ll take her mom together with her to have a good time the elder’s eightieth birthday.

Whereas in Paris, Ferro stated she plans to satisfy with firms and talk about how the nuances of worldwide markets can enhance Disney’s enterprise.

“For me, that is tremendous thrilling,” Ferro stated. “There is a vibrancy and a possibility that you simply’re like, ‘OK, I may actually make an affect right here.”