At Extra Space Storage, our success is driven by the exceptional people who shape our company. This month, we’re excited to celebrate the 25-year work anniversary of one such individual—Dayna Hathaway. As the Senior Vice President of Marketing, Dayna has played a pivotal role in the company’s evolution.
Dayna joined Extra Space in 1999, starting with responsibilities that included managing Yellow Page ads and launching a direct mail program. Over the years, her career highlights range from securing the extraspace.com URL in the early days of the internet to leading marketing efforts for major acquisitions like Storage USA and the recent Life Storage merger. She also played a key role in shaping the brand’s retail strategy, including the choice of the wasabi green color we know today. Samrat Sondhi, Chief Marketing Officer, shared, “Dayna’s twenty-five-Let’s year journey is nothing short of inspirational. Her commitment, hard work, and passion have had a lasting impact on the company.”
Dayna’s passion for marketing extends beyond the day-to-day; it’s about understanding customers, exploring why they become loyal, and finding better ways to connect with them. She values the collaborative spirit at Extra Space and has embraced the ever-changing landscape of marketing while contributing to the company’s growth.
We asked Dayna to reflect on her 25-year journey, sharing her experiences and what makes Extra Space such a special place to grow both personally and professionally.
What made you want to join Extra Space originally?
I was working at 3Com Corporation on their marketing team when James Overturf, a colleague I respected, left to join Extra Space Storage. Other leaders I admired, like Spencer Kirk, were also at Extra Space, which made the opportunity even more appealing. During the interview process, I could feel the energy and excitement in the office—it was clear that the culture was special. Plus, the chance to help build the marketing team from the ground up was an exciting prospect.
What is your favorite thing about your work?
I love the intersection of technology and consumer behavior that marketing represents. It’s fascinating to learn about our customers and discover ways to connect with them while staying on top of the latest consumer behavior trends. The work is always evolving, which keeps every day exciting.
But just as important as what I do is who I get to work with. I feel lucky to be part of this organization, and #TeamExtraSpace is amazing. Even as we’ve grown significantly, we’ve managed to maintain a strong, supportive culture, and that’s something I’m proud of. Some of my most rewarding moments have been tied to our company’s growth, like stretching as an organization during the Storage USA acquisition or navigating the recent Life Storage merger. Tackling these challenges alongside great team members has been a constant source of fulfillment.
What are some of your fondest memories of your time at Extra Space?
There are many, but a few stand out. Being part of the team that decided to buy the extraspace.com URL during the early days of the internet was exciting. Another memorable project was shaping our retail brand strategy about a decade ago. The green color we still use today, along with some elements of our retail office design, originated from that effort. More recently, the dual-brand test with Extra Space and Life Storage provided a great opportunity to explore the best approach for the organization.
What does Extra Space mean to you personally?
When I think about Extra Space and its role in my life, I feel incredibly thankful. It’s an organization that values its people and has given me, and many others, a meaningful career. Over the past 25 years, I’ve grown not just professionally but also personally. Starting and raising a family while still maintaining a career has been very rewarding. I’m grateful to have had Extra Space as part of my journey.
Interested in building a long-term career at Extra Space Storage? Visit our careers page to learn more about employment opportunities.