Dana is a Managing Partner at Verde Equity Partners, a lower middle market private equity group that is focused on the landscape industry.

Dana is experienced owner or operator in property adjacent businesses, including General Manager (2020-2022) for Goettl Air Conditioning and Plumbing (acquired by Cortec in 2021), prior owner of Cricket Lawn Care, which maintained sites for the City of Orange, churches and schools, commercial and residential accounts throughout Los Angeles and Orange Counties (1990-1994), and prior owner of Promised Land Nursery in Las Vegas, which sold to Southwest Rock (2003). Dana operated, grew and exited multiple property management companies (2006 Mission Sands; 2022 Total Property Management).

Dana has been an angel investor and co-founder of numerous ventures, including an audiobook business, which sold in a private equity rollup in that industry.

Dana's legal career included a role as Managing Partner of two law firms. Dana serves as an adjunct professor of law at San Diego's law schools, and he sits on three company boards as a neutral director.