Today we’d like to introduce you to Jade Xiella.
Hi Jade, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
My journey into community organizing started long before I ever thought of myself as a “community organizer.” I grew up as a military kid, so adapting and finding belonging in new places was normal for me. Because of that, I think I learned pretty early how important it is to have spaces where you feel seen, welcomed, and connected to something bigger than yourself.
As a Filipino American, cultural community became one of the places where I found that sense of belonging. I was introduced to Filipino community organizations at a young age through my parents’ involvement with SAMAHANG Filipino, and later became involved myself through Pagkakaisa, my college Filipino club. Those experiences showed me that community could be more than simply sharing the same identity—it could create friendships, opportunities, cultural connection, and a sense of home wherever you happened to be.
When I eventually made Phoenix home, I naturally found myself looking for that again. I joined a group of fellow transplants to start and grow Arizona Filipinos, where my role eventually evolved into leading community engagement. I had the opportunity to help create and support events that brought thousands of people together, work alongside local businesses and organizations, and connect with so many different parts of Arizona’s Filipino community.
Community has also shown up throughout my life in other ways. Dance has been a huge part of that. Through Que Candela Dance Company and JFX Dance, teaching, performing, and being part of Phoenix’s dance scene, I’ve seen how something as simple as sharing movement can create belonging between people who may otherwise never have crossed paths.
Eventually, all of those experiences led me to co-found KANTO.phx, an AANHPI social club here in Phoenix. We wanted to create something that felt a little different: spaces centered on culture and identity without requiring culture to always be the programming. Sometimes we’re gathering around food or mahjong; other times it’s music, conversation, or simply being in the same room together.
For me, KANTO represents a lot of what I’ve learned about community over the years. Community isn’t something you simply find or consume; it’s something we all participate in creating. The events may be what people see publicly, but the real community happens in the relationships that continue between them.
Today, I don’t necessarily see myself as someone who has “arrived” at a final destination as a community organizer. I’m still learning what sustainable, inclusive, meaningful community-building looks like and how we create spaces that people don’t just attend, but genuinely feel ownership and belonging in.
When I look back, though, there’s a really clear thread connecting everything I’ve done. I’ve spent a lot of my life looking for community. Somewhere along the way, I realized I could help create it, too.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
It definitely hasn’t always been a smooth road. I think one of the biggest lessons I’ve learned is that caring deeply about community doesn’t necessarily make building it easy.
Community work involves people, and people come with different personalities, expectations, experiences, and ideas of what community should look like. Learning how to navigate those differences while still staying grounded in the purpose of the work has probably been one of my biggest areas of growth.
There’s also a lot of invisible labor that goes into community building. People often see the event, the social media post, or the full room, but they don’t always see the months of planning, relationship-building, problem-solving, late nights, difficult conversations, or emotional energy behind it. When you care deeply about the work, it can be very easy to overextend yourself. For a long time, I think I equated being committed to my community with always being available to it. I’ve had to learn that those aren’t the same thing.
Another challenge has been accepting that you can’t create something that works for everyone. When you’re building community, you naturally want people to feel included and heard, but different people are going to want different things from the same space. Sometimes leadership means listening to that feedback, and sometimes it means trusting the vision even when not everyone agrees with it.
Those experiences have really changed the way I think about community organizing today. I think much more about sustainability not only whether an organization or event can sustain itself financially, but whether the people behind it can sustain the work emotionally, creatively, and personally.
I think the challenges have ultimately made me a more thoughtful community builder. I’ve learned that creating meaningful spaces isn’t just about bringing people together. It’s also about boundaries, communication, shared responsibility, and creating something that can continue long after the excitement of one event is over.
Appreciate you sharing that. What else should we know about what you do?
Professionally, I work in marketing and specialize in bringing together strategy, content, and community. My experience spans social media, digital marketing, campaign strategy, events, account management, and community engagement, but the common thread throughout my work has always been understanding people—what makes them pay attention, what makes them care, and what makes them feel connected.
I’ve had the opportunity to work across agencies, brands, nonprofits, and community organizations, which has given me a unique perspective on marketing.
I think what sets me apart is that I don’t see marketing and community-building as entirely separate disciplines. Some of the same principles that make a strong community also make strong marketing: listening to people, understanding what they value, creating opportunities for participation, and building trust over time. Whether I’m working on a campaign for a brand or creating an experience for a community, I’m always thinking about the person on the other side and what will make the experience meaningful to them.
I’m most proud of the fact that I’ve built my career through experience, curiosity, and a willingness to figure things out. My path hasn’t been completely traditional or linear, but that has allowed me to work across a lot of different spaces and develop a skill set that is equally creative, strategic, and people-centered.
And that’s probably my favorite part of what I do: connecting the dots between people, ideas, and opportunities and turning them into something people actually want to be part of.
Alright so before we go can you talk to us a bit about how people can work with you, collaborate with you or support you?
I’m always open to connecting with people and organizations who care about creating meaningful experiences and bringing people together. Professionally, I’m available for marketing strategy, content, campaigns, community engagement, events, and creative collaborations.
Outside of my professional work, one of the best ways to support me is simply to participate in the communities and spaces I help create. Come to a KANTO.phx event, take a JFX Dance class or watch a show, support the local businesses and creatives we collaborate with, or even just introduce yourself when you see me out in the community.
I’m especially excited about opportunities that bring together culture, creativity, community, and storytelling. If you have an idea and think there might be an opportunity to build something meaningful together, I’m always open to a conversation.
At the end of the day, so much of what I do is rooted in connection, and sometimes the best collaborations start with simply getting to know each other.
Contact Info:
- Instagram: @xiella_jade
