Juliana Torres

Account Manager of Membership Services at Houston Dynamo

“We’re proud to feature Juliana Torres, Account Manager of Membership Services with the Houston Dynamo. In her role, Juliana focuses on building relationships with season ticket holders, ensuring every fan feels valued while fostering long-term retention.

Her journey began at Texas A&M Athletics, where three years with the marketing team exposed her to game day operations and sparked her path into professional sports. Since then, she’s gained experience with the Phoenix Suns, Mercury, and the 2024 Men’s Final Four, each step adding to her expertise and passion.

Like many women in sports, Juliana has faced challenges—including imposter syndrome in a male-dominated field—but she’s found strength through WISE (Women in Sports and Events), a network of mentors and peers who inspire and guide her. She emphasizes the importance of confidence, mentorship, and work-life balance, reminding us that careers in sports are demanding but deeply rewarding.”

– Zara

Please describe your role & responsibilities at that position?

Develop relationship with season ticket holders, fostering a good fan experience with the goal of retention YOY.

What did you study in college and how did your educational background shape your career in the sports industry?

During my undergraduate studies, I worked on the Marketing Team for Texas A&M Athletics for 3 years. This experience exposed me to game day operations from the marketing activations side of the business, which gave me the sports experience, paired with my education, allowed me to enter the professional sports industry post-grad.

Can you share the key milestones in your career that led you to your current position in the sports industry?

Feeling imposter syndrome is a big factor I have felt as a woman working in sports. Most of my colleagues are men, so feeling like you don’t belong is common. One way I have overcome this feeling is by joining WISE, Women in Sports and Events. We have monthly events/happy hours that allow me to network and meet other women working in my field. I highly recommend joining if your city has a chapter.

What are some of the biggest challenges you’ve faced as a woman in the sports business, & how have you overcome them?

You have to prioritize your physical and mental health. Be sure to leave a weekend day or after work hours at least once a week open to decompress. Working in sports can be overwhelming, with game days weekly and working over 40 hours often. I joined a volleyball league that allows me to have a weekly activity to decompress and commit time for myself.

​Balancing a career is demanding. How do you manage a work-life balance? What strategies have worked well for you?

Mentorship is always important. I have found this through my WISE meetings. There are always familiar faces and women that I look up to, and can openly talk to about any challenges or career questions. Finding a senior-level woman working in sports is a great candidate to be a mentor for you, as women looking to join the sports industry.

How important is mentorship for women in the sports industry? Have you had mentors or role models who played a significant role in your career and can give some details?

Mentorship is crucial in my opinion. They understand your struggles and triumphs better than anyone else can which allows them to not only relate but provide feedback and advice for your growth and development. When I left the Phoenix Suns and Mercury for the 2024 Men’s Final Four, it was one of the hardest decisions in my career. I was so fortunate to have mentors who had given me a seat at the table that not only made the opportunity possible but also showed me that it was a potentially once in a career opportunity I could not pass up.

In a male-dominated industry, do you feel women are given equal opportunities? What steps do you think can be taken to promote gender equality in the sports industry?

It is hard to say, I would like to believe we are given equal opportunity.

What aspects of your work in the sports industry do you enjoy the most? What parts do you find the most challenging ?

I love the game day atmosphere. Hearing crowds cheer, seeing athletes perform on the highest stage, and being a part of core memories for my members is the best part of the job. The most challenging is often the amount you work; however, it is important that you find a team that respects mental health and gives appropriate time off/compensation to offset the extra game days and events worked.

What advice do you have for young women aspiring to build a successful career in the sports industry?

Lead with confidence! Half of the battle truly is showing up with a great attitude and being a great teammate. You will find more helping hands along the way if you are a positive but confident force in the workplace.

What is your long-term personal goal that you still want to achieve both business wise and personal?

Long term, I would love to help with strategic decision-making in the marketing side of the business. Helping create, implement, and optimize marketing strategies is something I look forward to in my career.

Any fun facts or interesting things you’d like the world to learn about you? Favorite food, hobbies, pet peeves, etc.?

I love to play sand volleyball in my free time. I don’t have kids yet, so for now they are my two cats Selena and Zorro!