Rita Ferro has been promoted to EVP of Disney media sales and marketing.

To take on the role, Ferro will relocate to New York from Miami, where she’s been a part of Disney and ESPN’s Latin America business since 1997. She succeeds Tricia Wilber, who was recently named CFO for The Walt Disney Company EMEA.

In her new role, Ferro will lead the integrated sales team that represents and maximizes advertising sales, marketing and promotions across Disney’s media platforms serving kids, moms and families, including Disney Channel, Disney XD, Playhouse Disney (soon to re-brand to Disney Junior), plus over 20 Disney online properties serving kids, families and/or women.

Ferro has been VP of advertising sales at Disneymedia+ since 2008, representing to the advertising and promotions industry the vast commercial opportunities generated by Disney in Latin America. In this role, she had oversight of ad sales offices in Argentina, Brazil, Mexico and Miami, and its ad sales representatives in Central America, Colombia, Dominican Republic, Venezuela, Ecuador, Peru and Chile.