Meet Dayna Tamashiro, Hawaiian Host Marketing Specialist
First off, introduce yourself, your UH experience, and your current job.
My name is Dayna, I graduated from UH Manoa Shidler College of Business – Marketing and I currently work as the Marketing Specialist at Hawaiian Host Group, specifically for the brand Hawaiian Host.
Hawaiian Host has a unique and widely-popular social media presence. Why do you think it’s so successful?
HHG captured the essence of corporate humor in a way that resonates with a broad audience. By re-creating and putting their own take on popular trends, they brought a playful, relatable energy to the content they put out. More importantly, they successfully fostered a sense of community with their fire ball dance—rallying individuals to come together to support the campaign to get to Disneyland.
Tell us about a Hawaiian Host marketing campaign or project that you’re proud of.
I recently had the incredible opportunity to co-lead alongside my manager a brand activation where we got to team up with Disney for the Moana 2 World Premiere. This one-of-a-kind experience allowed us to craft a "Chocolate Voyage" where hundreds of guests filled their Moana 2 themed custom chocolate box, with our delicious treats from our curated chocolate bar. Highlights included collaborating with a talented local artist to recreate Maui’s iconic hook using cocoa butter, curating a stunning table display of our signature chocolates styled with wave motifs and beloved characters from the movie, curating on brand theme outfits, and designing a table spread that was on brand. This project was not only a creative dream but also a career-defining moment that brought together storytelling, artistry, and collaboration at the highest level. As a true fan of Disney, it was amazing to join forces with them and have our chocolates there.
What is your favorite memory from your time as a UH student?
I cherished the chance to go to college with some of my closest high school friends. Sharing lunch, grabbing coffee or tea, and simply hanging out on campus together made those days unforgettable. It’s funny how the simplest moments become the ones you miss the most.
What advice do you have for current UH students who recently changed their major?
It’s perfectly okay not to have everything figured out right away. I believe it’s through exploration and experience that you discover what truly resonates with you. When I started at UH, I thought I wanted to pursue fashion and enrolled in the APDM program. While I was passionate about fashion and creativity, I quickly realized that I didn’t have the technical skills, like sewing, and wasn’t entirely sure if it was the right path for me.
That realization led me to switch to the business school, where I found a perfect balance in marketing. It allowed me to combine my love for creativity with strategic thinking. Over time, through trial and error, I honed in on what I genuinely wanted to do and what I was really good at. The journey is just as important as the destination—it’s how you grow, refine your interests, and ultimately find what feels right for you.
Why do you think creative people thrive in marketing?
Creative people thrive in marketing because this field thrives on innovation, storytelling, and the ability to connect with diverse audiences in meaningful ways. Marketing challenges creative minds to think beyond the obvious, solve problems, and craft compelling narratives that not only resonate but also inspire action. Creativity allows marketers to take raw ideas and transform them into powerful campaigns that evoke emotions, build trust, and create memorable brand experiences. Whether through captivating visuals, engaging content, or out-of-the-box strategies, creative people bring fresh perspectives that help brands stand out in a crowded marketplace. Additionally, the fast-paced, ever-changing nature of marketing energizes creative individuals, pushing them to adapt, experiment, and consistently innovate. Their ability to see opportunities where others see obstacles makes them invaluable in crafting bold campaigns that drive business growth and foster genuine connections with audiences.