Cablefax The Magazine - October 2021 - 8

Rita Ferro
President, Disney Advertising Sales | The Walt Disney Company
Diversity efforts can be made in many different ways, and Ferro makes sure she covers all bases. She led
a partnership between Disney Ad Sales and Translation Media, an independent agency focused on multicultural
audiences that helps brands use culture to tell stories through advertising. She also led the launch
of the Disney Culture Index, which measures cultural resonance in branded content and advertising. It will
help the company appeal to multiple cultures by optimizing advertising and creative integrations based on inclusive casting, cultural
authenticity, cultural relevance and business outcomes. Ferro also oversaw the launch of a small business program to empower
minority-led businesses. It will offer 10 of those businesses comprehensive, custom advertising strategies, creative consultation and
advertising opportunities. When it comes to television that embraces D&I, she says ABC's " black-ish " continues to set a high bar by
showcasing " storylines that challenge societal stereotypes, elevate hidden truths and encourage meaningful conversations around
real issues in an honest and thoughtful way, which continues to make that show relevant and must-see TV. "
Dexter Goei
CEO | Altice USA
Goei and his team at Altice USA more than survived: they've thrived despite the challenges of the COVID-19
pandemic. He has supported efforts for the company to grow organically through its fiber-to-the-home push
as well as through acquisitions like that of Morris Broadband. He is currently leading the company through a
massive rebrand that will eventually bring all of its products together under the Optimum name. Altice USA
is also ready again to move full steam ahead on its mobile product after reducing churn and raising customer satisfaction through a
customer migration to T-Mobile's network. The Optimum Mobile brand now touts 180,000 subscribers with only a 3.8% penetration
rate with Altice USA's residential customer base, leaving plenty of room for continued growth. " There is always more we can do to
make sure we keep DEI progress at the forefront, and at Altice, we face the tough conversations head-on to show our employees our
commitment to them, which in turn helps us be a better company for our customers, " Goei says.
Sujata Gosalia
EVP & Chief Strategy Officer | Cox Communications
Sometimes, it is personal, but that can drive the fiercest passion and best outcomes. Amidst a jump in
hate-driven crimes across the U.S. targeted at Asian Americans, Gosalia led Cox's Asian American and
Pacific Islander employee resource group, Lotus, to new heights. Lotus hosted a series of listening sessions
across Cox to encourage dialogue and foster a better understanding of the Asian American experience.
Under Gosalia's leadership, the group created a " Hate is a Virus " toolkit to provide educational resources for the Cox community and
collaborated on events with Asian Americans Advancing Justice and other Cox ERGs to cultivate intersectional support and conversations.
She's also led her own personal dialogues about hate against AAPI citizens and mentors talent at Cox and throughout Atlanta.
" When hate against AAPI people spiked this year, I shared my own personal story more than ever, " she says. " I've never done more
panels and had more conversations in hopes that it helped someone else to hear it. "
Howard Lee
President | TLC Streaming & Network Originals
Under Lee's stewardship, TLC's ratings have skyrocketed, making it No. 1 in 2020 in primetime for women
in all ad-supported cable and giving it its most-watched year in prime in the history of the network. His colleagues
tout his natural instinct for finding stories that reflect an undercurrent of society and his innate tal8
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Cablefax The Magazine - October 2021

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