Amy Cross
About Amy Cross
Amy Cross is Executive Vice President, Technology, Data Science & Marketing at CubeSmart (promoted Jan 17, 2025), after serving as SVP of Information Technology and Revenue Management; she joined CubeSmart in October 2018 as CIO/SVP IT . She holds an MBA from Villanova University and a BS from Indiana University of Pennsylvania . During Cross’s tenure, CubeSmart delivered 56% five‑year FFO/share (as adjusted) growth, a three‑year same‑store NOI CAGR of 5.8%, and maintained 2024 FFO/share (as adjusted) of $2.63 and cumulative TSR index value of 165.28, underscoring a platform focused on data‑driven optimization that aligns with her mandate .
Past Roles
| Organization | Role | Years | Strategic impact |
|---|---|---|---|
| CubeSmart | SVP, Information Technology; later SVP, IT & Revenue Management; CIO (start role) | 2018–2025 | Led transformation of IT and evolution of a data‑driven platform; oversight of infrastructure, security, systems, and customer‑facing tech . |
| Aramark | VP, Digital Technology & Strategy; prior CIO for Sports/Leisure/Ed/Corrections | 2011–2018 | Drove digital strategy and business‑aligned technology execution across service lines . |
| HMSHost (Host Marriott Services) | Senior Director, Information Systems | 2003–2011 | Enterprise systems leadership in travel/retail operations . |
| The Walt Disney Company | Director, Corporate Business Systems (incl. Disney Regional/Disney Cruise Line roles) | 1997–2003 | Led corporate/entertainment tech programs and business systems initiatives . |
External Roles
| Organization | Role | Years | Strategic impact |
|---|---|---|---|
| Lassila, Solimando & Associates | Senior Advisor | 2018 | Advisory on technology strategy and operations . |
Fixed Compensation
- CubeSmart’s proxy discloses detailed pay for named executive officers (NEOs), but Amy Cross was not an NEO in 2024–2025; her base salary and bonus targets are not publicly itemized. The Company’s program for NEOs consists of base salary, annual incentives, and long‑term equity and generally targets peer‑median pay positioning .
- Shareholder support for the executive pay program remained strong (94% say‑on‑pay in 2024) .
Performance Compensation
Program design (applies company‑wide for executives, with NEO specifics below):
- Annual incentive structure: threshold 50%, target 100%, max 200%; weighting: 70% financial, 20% strategic/external growth, 10% individual .
- Long‑term incentives (LTIs): equally split among performance units (3‑year relative TSR cliff‑vest), time‑vested restricted shares (ratable over 3 years), and stock options (3‑year ratable vest; 10‑year term; strike = grant‑date close) .
| Component | Weighting / Structure | Payout range | Vesting mechanics |
|---|---|---|---|
| Annual incentive – Financial metrics | 70% weighting | 50%–200% of target | Cash after year-end based on performance . |
| Annual incentive – Strategic/external | 20% weighting | 50%–200% of target | As above . |
| Annual incentive – Individual goals | 10% weighting | 50%–200% of target | As above . |
| Performance Units (relative TSR) | 1/3 of LTI value | 0%–200% vs REIT peer TSR grid | Cliff at 3 years; dividend equivalents on earned shares . |
| Restricted Shares | 1/3 of LTI value | N/A | Ratable vest over 3 years; dividends paid prior to vesting . |
| Stock Options | 1/3 of LTI value | Intrinsic value only | Ratable vest over 3 years; 10‑year term; strike = grant date close . |
Notes:
- 2022 PSU cycle paid at 134.2% of target on relative TSR (context for plan rigor) .
- Equity grant timing and pricing governed by a formal Equity Grant Policy; no spring‑loading/timing around MNPI .
Equity Ownership & Alignment
- Officer share ownership guidelines: CEO 5x salary; other NEOs 3x; Executive Vice Presidents 2.25x; Senior VPs 1.75x; others 0.75x. Unvested RS and PSUs and unexercised options do not count; Board reviews annually. Anti‑hedging and anti‑pledging policies apply to all officers and Trustees .
- Company‑wide Clawback Policy (Dodd‑Frank compliant) requires recovery of incentive comp tied to restated financials within a 3‑year lookback, regardless of fault, with limited exceptions .
- The 2025 proposal to add 5,000,000 shares to the Equity Incentive Plan was put to a shareholder vote; burn‑rate averaged 0.24% over 2022–2024 (context for potential dilution and LTI supply) .
Ownership visibility:
- Amy Cross’s individual beneficial ownership and vested/unvested award breakdown were not included in the 2025 proxy’s named tables (which list Trustees and NEOs). CubeSmart maintains prohibitions on hedging and pledging, mitigating alignment risk for executives, including EVPs .
Employment Terms
- Company executive Severance Plan (framework):
- Non‑CIC involuntary termination without cause/for good reason: CEO 2x salary+bonus (installments); most other participants 1.5x (installments); pro‑rata annual bonus; time‑based equity continues to vest per award terms; PSUs pro‑rated based on actual performance; 24 months COBRA cost gross‑up replacement cash; restrictive covenants and release required .
- CIC “double‑trigger” (within 3 months before to 2 years after CIC): CEO 3x (lump sum); Tier II 2.5x; Tier III 2.0x; pro‑rata bonus at greater of target or actual; 24‑month vehicle allowance; equity vests at ≥ target or actual; options extended to original 10‑year expiry if assumed .
- No excise tax gross‑ups; 280G cut‑back to best‑net after‑tax if applicable .
- Note: The proxy identifies tiers for certain executives (e.g., CFO Tier II; CL Officer/COO/CHRO Tier III). Amy Cross’s specific Severance Plan tier is not disclosed; therefore, only Company‑level terms are summarized here .
Performance & Track Record
- Cross’s remit centers on the Company’s technology and data strategy. The Company’s investor materials emphasize a sophisticated operating stack (dynamic pricing, SmartRental online rentals, HIVE POS, data warehouse) used to optimize revenue and experience—consistent with the transformation leadership attributed to Cross in her promotion release .
- Company performance context during tenure:
- 2024 highlights: five‑year FFO/share (as adjusted) +56%; three‑year same‑store NOI CAGR 5.8%; net debt/EBITDA 4.1x; 15th consecutive annual dividend increase (announced Dec 2024) .
- Pay‑versus‑performance (CAP): 2024 FFO/share (as adjusted) $2.63; cumulative TSR index value 165.28 (base 2019=100) .
| Company metric | Value/Period |
|---|---|
| Five‑year FFO/share (as adj.) growth | +56% through 2024 |
| Three‑year same‑store NOI CAGR | 5.8% through 2024 |
| 2024 FFO/share (as adj.) | $2.63 |
| Cumulative TSR index (2019 base=100) | 165.28 (2024) |
| Net debt / EBITDA | 4.1x at 2024 year‑end |
Compensation Committee Analysis & Governance
- Compensation Committee retained Ferguson Partners in 2024–2025; previously FW Cook. Independence affirmed; no conflicts identified .
- Peer‑group methodology disclosed; generally targets median positioning with judgment for role and tenure; robust tally‑sheet reviews .
- Strong say‑on‑pay support (94% in 2024; 3‑year average 93%) .
- Director/Officer anti‑hedging and anti‑pledging; equity grant‑timing policy; annual risk assessment of compensation programs—no material risks identified in 2024 .
Expertise & Qualifications
- Education: MBA, Villanova University (2014–2016); BS, Indiana University of Pennsylvania .
- Technical/operational expertise: enterprise IT, digital strategy, revenue management, data analytics; multi‑industry technology leadership (Disney, HMSHost, Aramark) .
- Promotion to EVP (Tech, Data Science & Marketing) announced Jan 17, 2025; Company cited her leadership in transforming CubeSmart’s IT and data platform .
Equity Ownership & Insider Activity (visibility)
- Individual Form 3/4/5 filings for Amy Cross were not surfaced in Company documents or press releases reviewed; CubeSmart’s anti‑hedging/pledging policies apply to executives .
- Beneficial ownership tables in the 2025 proxy cover Trustees and NEOs; Cross not listed among those tables .
Investment Implications
- Alignment/retention: Cross’s role is tightly linked to CubeSmart’s data‑driven pricing, SmartRental adoption, and platform optimization—core levers in same‑store revenue and margin outcomes; the executive LTI mix (1/3 PSUs tied to relative TSR; multi‑year vesting) and ownership/anti‑pledging rules promote long‑term alignment and reduce near‑term selling pressure .
- Governance risk appears low: robust clawback, grant‑timing policy, and sustained say‑on‑pay support mitigate pay‑risk concerns .
- Transition risk: Her 2025 elevation to EVP consolidates technology, data, and marketing—critical functions in a normalizing demand backdrop. Execution on digital/analytics initiatives should be watched for incremental impacts on same‑store revenue, churn, and pricing power; monitor subsequent proxy cycles for inclusion as an NEO (which would surface full pay details and ownership), plus any Form 4 activity post‑promotion .
Key disclosures used: 2025 DEF 14A (program design, policies, performance linkages, ownership, severance), Company press release announcing Cross’s promotion (scope/track record), and investor presentation (operating platform context).
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