• by Wayne Friedman , June 17, 2010

Disney kids media platforms have a new lead integrated marketing and advertising sales executive: company veteran Rita Ferro. 

Ferro becomes executive vice president of Disney media sales and marketing. She will be responsible for cross-integrated activities for all children's and parent-related Disney media businesses, including Disney Channel, Disney XD, Playhouse Disney (soon to re-brand to Disney Junior). She will also oversee online properties Disney.com, DisneyFamily.com, DisneyChannel.com, RadioDisney.com, Kaboose.com and FamilyFun.com, among others.

Ferro is succeeding Tricia Wilber, who was named chief marketing officer for The Walt Disney Company's European, Middle Eastern and African territories.

Previously, she was vice president of advertising sales of Disney Media for Latin America, overseeing television, radio, online, publishing, consumer products and movie studios. She reports to three business unit leaders: Carolina Lightcap, president, Disney Channels Worldwide; Paul Yanover, executive vice president and managing director, Disney Online; and Russell Hampton, president of Disney Publishing Worldwide.

Before her run at Disney, Ferro had been with ESPN International for six years, rising to vice president of international advertising sales in 2003. Before this, she held senior advertising positions at Cisneros Television Group, MTV Networks in Latin America and Blue Pearl Entertainment.