How data and problem-solving drew this analytics expert to CubeSmart

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From financial services to self-storage services, Brian Schwan has worn many hats. 

“I’ve had so many job functions,” Schwan said, “I can barely count them.”

Prior to his role as VP of Revenue Management and Analytics at CubeSmart, he spent decades in the global financial services industry, working on everything from project management, process improvement and regulatory compliance to anti-money laundering and human resources. 

Through it all, there’s been one uniting factor: “What I really love doing is improving processes and extracting insights from data to help businesses become successful.”

And Schwan has found nearly endless opportunities to leverage data and consumer insights to improve CubeSmart’s operations. 

“You really get to see the impact of what you do,” he said. “When you’re in a big, multi-national company, you’re responsible for one thing, and one thing only. Now, I meet with every department. I get to make meaningful decisions, and I see how it affects our customers, our teammates and our stores out in the field. It’s really exciting.” 

At CubeSmart, Schwan has the opportunity to pull from his many experiences to interact across different teams and initiatives. 

His team uses data to inform pricing and uses advanced analytics to extract insights to help support stakeholders like Marketing and Operations. 

The jump from financial services to self-storage may seem unusual, but Schwan’s background gave him relevant insight. 

Nearly two decades ago, Schwan worked on a commercial real estate project that revolved around the self-storage business. Even back then, the data and unique challenges of the industry drew him in. “I was familiar enough with the storage business,” Schwan said, “but the more conversations I had with the leadership team at CubeSmart, the more I realized that there’s even more sophistication now. The technology has evolved so much.” To the uninitiated, the place you store your belongings might not seem like the height of cutting-edge analytics, and Schwan gets that. “But you wouldn’t believe the ways we contribute.  Data plays a part in everything that we do.”

Smart analytics for better customer service

Data informs CubeSmart’s strategy, including everything from pricing and customer acquisition to real estate investments.

Take pricing, for example. The team leverages advanced analytics to determine optimal rates for locations nationwide. By considering a variety of factors, they aim to align pricing with market conditions while maintaining a competitive edge.

“The insights we extract from our data help us anticipate shifts in demand and adjust pricing accordingly,” said Schwan. “It’s about striking the right balance between meeting demand and delivering value to our customers.” 

Analytics play a pivotal role in decision-making across CubeSmart, shaping every aspect of the customer experience. Whether it’s a college student searching for summer storage or a family planning the move for their five-bedroom home, each customer arrives with unique needs. The challenge is ensuring that every interaction—whether online or in-person—feels tailored and personalized to address those distinct expectations.

By drawing insights from customer trends and preferences, Schwan’s team supports efforts to create a more personalized and seamless experience. “Understanding customer behaviors helps us improve the way we engage with them and provide solutions tailored to their needs,” said Schwan.

Ultimately, it’s the combination of data-driven decision-making and a commitment to delivering value that motivates Schwan. “Knowing that the work we do has a tangible impact is incredibly rewarding.”