In advance of the upfront selling season, the Disney/ABC Television Group has reorganized its advertising sales division and named Rita Ferro to lead it, Ben Sherwood, co-chairman, Disney Media Networks and president, Disney/ABC Television Group, said Wednesday.

“We are combining the unmatched power of the Disney/ABC portfolio of brands, franchises and shows to create a one-stop shop for our advertising clients,” said Sherwood in a statement. “This new, simplified structure will create innovative and targeted opportunities that showcase the quality and reach of our content.”

As president of ad sales, Ferro will oversee all ad sales functions for Disney/ABC’s domestic entertainment, news and kids linear and digital TV and radio businesses, including ABC Entertainment, ABC Daytime, ABC News, Disney Channel, Disney XD, Disney Junior, Radio Disney and Freeform. Ferro, who previously served as executive vice president of Disney Media Sales and Marketing, also will lead the integrated sales team for The Walt Disney Company’s online, mobile and social offerings. She’ll report to Bruce Rosenblum, president, Business Operations, Disney/ABC Television.

“Rita has done a tremendous job developing unparalleled relationships with clients and marketers and building the best kids and family sales team in the media industry,” said Rosenblum in a statement. “She’s a smart, strategic leader who works collaboratively with clients and internal partners, and has created innovative advertising and sponsorship opportunities across our portfolio of Disney-branded media offerings. Now she’ll harness those abilities on behalf of the entire organization.”

The new structure divides Disney-ABC’s ad sales into three core teams, all of which will be led by women and report in to a woman.

Debbie Richman, former senior vice president, primetime sales, ABC, will serve as executive vice president, brand, revenue ad yield management. This team will optimize and manage business opportunities across the portfolio.

Laura Nathanson, formerly Freeform’s executive vice president of sales and marketing, now will lead the client and audience solutions team, which will develop specialized client- and category-specific opportunities using marketplace and audience intelligence.

And Debra O’Connell, who formerly was president of national TV sales for the ABC Owned Stations Group, now will serve as executive vice president, sales and marketing, Disney-ABC. O’Connell’s team will “maximize linear and digital agency advertising opportunities” across the company. O’Connell also will oversee a full service in-house creative agency with the ability to create branded entertainment and innovate other big ideas for clients.

READ MORE: Variety

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