Marina Jaramillo has worked in the ticketing business for more than a decade at an array of venues, from her start as a box office and sales assistant at Miller Motorsports Park in Utah to a stint as Ticket Office Manager at US Bank Stadium in Minneapolis. She says, “I’ve taken pride in being courageous and innovative with each new task that the various markets have brought.”
Marina Jaramillo
Her courage and innovations have continued at her current post as Senior Director of Arena Ticketing for the Charlotte Hornets. In this job, she is responsible for filling seats at one of the top event sites in the U.S. Southeast, overseeing ticketing operations for all non-Hornet events at Charlotte’s Spectrum Center.
She says, “What I love about this job is the people who make it possible. From the promoters — many of whom you may never meet in person — to the road crew, industry peers and the fans, this industry is built entirely on collaboration. It would be hard to find enjoyment without the teams we work alongside every day, and there is nothing more enjoyable than standing in the bowl and watching guests experience a show you’ve spent months pouring your energy into. Seeing it all come together in that moment makes everything worth it.”
Of course, the industry is full of challenges even when surrounded by the best of support staff and working with the best promoters. The variety of shows that Jaramillo tickets is exciting. But each show brings its own unique set of considerations. She states, “One of the biggest challenges I’ve seen recently is keeping up with the growing complexity of live events. It’s no longer just about building a show and putting it on sale.”
Indeed, today’s events require collaboration across multiple teams, from production and platforms to VIP experiences and on-site operations. “With so many moving parts and stakeholders involved,” the University of Utah alum says, “nearly everything feels important. This can make prioritization challenging as you balance personal standards with client expectations.”
Having been in the game for 10-plus years, Jaramillo leans heavily on the lessons she’s learned from past work experiences. Among the biggest? “Not to take things personally!” she exclaims, before adding somewhat sheepishly. “And I still have to remind myself of that often. The industry moves fast, and when everything is constantly changing, it’s easy to feel overwhelmed. I’ve made mistakes, I’ve faced tough moments and I’ve learned that these experiences do not define you. They help you grow. At the end of the day, we’re all human, doing our best with our own unique strengths and giving ourselves — and others — that grace will make us better at what you do.”
With this being our Women in Ticketing series of features, the question was then asked of Jaramillo: “What advice would you give to any young woman reading this article just starting out in the ticketing/live event business?” She turned introspective with her reply, thinking back to a time when she was new on the scene: “If I could tell my younger self one thing, it would be to stay endlessly curious and never stop asking questions. This industry thrives on collaboration, and no matter where someone is in their career, every voice brings value.”
She continues, “Some of the most meaningful growth I’ve experienced has come from fresh perspectives that challenged what had become routine for me. But above all, remember to take care of yourself! Prioritize your well-being and your life outside of work. Live events will always be here. But you need to be here, too.”
Looking ahead, Jaramillo says she is very optimistic about live events in 2026. She believes that people in the ticketing profession are finding themselves in a moment where creating truly unique experiences for every guest matters more than ever. “The volume of touring acts in the market is at a high volume,” she states, “[and that] pushes us to be more creative and intentional in how we attract guests to our venues. With the amount of talent expected to be on tour in 2026, I feel excited and optimistic about how we, as a venue and ticket office, can continue to meet demand and deliver meaningful experiences for every single guest!”
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