Disney is poised to ramp its already booming advertising business. Rita Ferro is behind the push

As Rita Ferro, Disney president of global advertising, prepared to take the stage at the company's recent upfront presentation, she had actor Paul Anthony Kelly on her mind.

Kelly recently portrayed John F. Kennedy Jr. in the limited FX TV series "Love Story," and met Ferro at an earlier event. After a fangirl moment that included an iPhone snapshot, Ferro requested that Kelly introduce her at the annual pitch to advertisers.

"That's the Disney difference: trust, innovation and unrivaled fandom. Not just with the stories they tell, but how they operate as a company," Kelly said on stage earlier this month. "And all of this is in large part due to Rita Ferro."

Ferro is a 29-year veteran at Disney and has risen through various roles to the top of its advertising business. That places her at the center of a media industry rediscovering the importance of advertising, as traditional TV, streaming, digital and social platforms all jockey for viewers and ad dollars.

While Disney and other media companies held shows in mid-May to dazzle advertisers, the negotiations to lock in commitments are currently underway.

Ferro said in interviews with CNBC that she thinks fandom — from sports to entertainment franchises — is key to driving the Disney portfolio and what unites the company's divisions under newly installed CEO Josh D'Amaro.

"When you think of 'One Disney,'" Ferro said, referring to the strategy being undertaken by D'Amaro, "and all of the opportunities to tie in brand partnerships with our movie studio partners, [and] the corporate alliance pieces that can tie into park activations, it's a far more interesting and dynamic opportunity than just a traditional media sales role."

Ferro previously held roles at Disney at ESPN International, Disney Media Network's Kids and Family, and Disney Interactive, which no longer exists but had focused on the development and distribution of video and mobile games, social media and other digital products.

In 2018, Ferro became president of advertising in the U.S., and in 2023, she took over the business globally. She now leads all advertising sales for Disney's entertainment, news and sports properties across linear TV, digital and streaming.

"Everyday you're learning, everyday is different and we spend so much time outside learning our partners' businesses," she said. "That's what I love."

The daughter of Cuban immigrants who came to the U.S. just before the start of the Cuban Revolution, Ferro was born and raised in Miami. She moved to New York City after graduating from Florida International University with the intention to become a copywriter and art director. After one class, she said, it became clear she wasn't suited for that career.

Ferro said she soon got involved in fundraising for a production company that showcased Latino comedians and "realized that I was much better at that side." She got her start in the media ad industry working for MTV in Latin America before its official launch.