Why Walt Disney's President of Sales Is on the Career Journey of a Lifetime

For some, it’s all about the destination. And although Rita Ferro’s is directly tied to “the most magical place on earth,” it is her journey to the top that has been the most fulfilling part of her success. As the President of Advertising, Sales and Partnerships, Rita oversees the ad sales organization for The Walt Disney Company. Overseeing key business line items such as linear networks, ad-supported streaming services, and owned-and-operated television stations across the country, Rita is an instrumental part of the business. Having worked for Disney for the last 23 years, her journey has consisted of traveling around the world solidifying partnerships, forming close relationships with her tight-knit “work family” whom she affectionately calls her cheerleaders, and working on brands that she absolutely loves. Find out more about Rita’s fulfilling career, the life-changing advice she received from her father that she still embraces today, and her wise take on why typecasting exists in the first place and how to best handle it. How did you get to where you are today?Before moving to New York to run our Disneymedia kids and family portfolio, I worked on the Latin America business. Eventually, I was elevated to oversee Disney ABC Television and then took on ESPN, Hulu, and our owned stations. I love what I do. Each role and person I worked for allowed me to expand my areas of responsibility and provided for more challenging work. But regardless of the role, I am lucky to work with people who are the best at what they do, on brands I love as a consumer, and for leaders who challenge me. Tell us about what you are doing now. We have been working on this integration over the past three years with the additions of 21st Century Fox and Hulu. We are very focused on how we make Disney Advertising easy to buy with data and measurement that provides our partners not only the best storytelling across entertainment, but also the ability to measure and accurately capture the ROI they are looking for. Our teams are working on ad products that address specific category needs and creative resources to help our partners reach their customers. Women often attribute much of their success to the support from the people they surround themselves with. How do you foster strong professional relationships as you grow in your career?I always give credit to my pack–close friends and family who push and support me in the work I do to allow me the opportunity to do the job I have. And then there is my work family–the group of women at Disney who I go to for support, advice and mentorship. They push me to be stronger, celebrate my wins, hold me up when I need the support, and hold me accountable. They are my biggest cheerleaders. What’s one way you’ve invested in yourself that’s had the most impact over the course of your career? What about within the past year?My dad used to always tell me it’s important to contribute, be prepared, and well-versed on a topic in a meeting. I took that advice to heart and it has always served me well. I may not know more than others on a topic, but I am always prepared to contribute and share my point of view. This past year, it was understanding how we can support our partners and help them through the tough times brought about by Covid and the social injustice. It required us as an organization to be flexible and responsive, while also adapting to the needs of our teams. How do you view work-life integration, especially now, and what advice can you share with others who may be struggling with it?As a manager, my priority is that my team know they have flexibility to get their work done. Work-life integration is now a reality for everyone–our homes are our offices and where everything happens. That could make it harder for some to know when to start and end a workday. However, I look at it as an opportunity to schedule your day with more flexibility and to hold pockets of time to do the things your family needs from you. Can you recall a situation where you've dealt with typecasting in the workplace? And what advice do you have for other women on how to overcome typecasting at work? Recently, when we were discussing the challenges people of color were facing in the workplace, I said “As a Cuban American, I…” The person said to me “you don’t look Cuban” which completely caught me off guard. It meant I didn’t fit their stereotype of a Latina. I think people don’t mean to insult you or make you feel bad, although it does do that. Many times, the comments are anchored in fear, lack of education and understanding, or their own insecurity. Never let anyone else’s typecast diminish the value you have in yourself. I say your unique position is your secret sauce and superpower. Never let anyone else’s typecast diminish the value you have in yourself and the extraordinary person you are. What’s one tip you can share or something you’ve learned on how to handle salary negotiations or raises? I negotiate for our company and do a great job at it. Yet, like many women and people of color, I am still working on being better at this for myself. I often say to groups of women and Latinas, “don’t be afraid of success, and that means financial success too.” It’s important that we receive equal pay and compensation for the extraordinary work we do. This is a good reminder that I need to continue to do that for myself and my family. Who has helped you in your journey and how did they help shape your career?I have been very fortunate to have had amazing bosses who always pushed me and challenged me to go beyond my comfort zone and stretch for bigger opportunities. Some were great businesspeople who taught me the skills needed for deal making. Some were great leaders who I watched and learned from on the importance of empathy and leading from behind. And I have been blessed by having great peer mentors and my pack who hold me up. What’s the single best piece of advice you’ve ever received? There are two that I hold the closest. The first one is from my dad and is true in work and in life: when someone shows you who they are, believe them. The second is: as you rise, it’s your responsibility to give opportunity to others as you were given opportunity. When someone shows you who they are, believe them. What does success mean for you?Success for me is multifaceted: seeing my daughter happy and reaching her goals, getting to do what I love every day while supporting my family, having the ability to enjoy time with my family, being able to work on projects with people I really enjoy. Ultimately knowing that the investment in my career and in my family is allowing me to not sacrifice one for the other, but in fact enabling me to live a fulfilled life.