the evolution of brand engagement
Born and raised in Trinidad & Tobago, a 21yr old Gytree Singh migrated to New Jersey in search of greater opportunities and higher education. She began her journey in business processing payroll for a jewelry manufacturer. Identified early on for her analytical mind and innovative approach to business, she was transferred to the cost division where she pioneered the conversion of their inventory into the digital age then was subsequently elevated into the gold division to oversee operations from productions/cost through marketing strategies.
She relocated to Fl in 1986 to pursue a formal education in accounting at Florida Atlantic University and thereafter an Enroll Agent Designation from the Department of Treasury.
Gytree boasts a thriving forty-two-year career enriched by an array of experience across various industries. Her thirty-one years in the public sector encompassed industries such as healthcare, engineering, construction, legal, warehouse storage facilities etc. where services rendered were dedicated to public accounting/tax services including financial reporting, tax consultation, planning and preparation of businesses & individuals tax returns, managing federal/state compliance, out-sourcing of controller services, client representation before IRS, etc. In the private sector, her eleven years were spent in both the manufacturing and engineering industries.
Her most recent tenure was served as CFO and VP of Finance for Calvin Giordano & Associates Engineering. She was recruited to prepare the company for acquisition. This required working extensively with external professionals relating to services such as business valuation, consulting, legal, audit, tax compliance, etc. Internally, her focused initiatives were to implement and enforce internal control processes within the organization, resulting in efficient, accurate and timely financial reporting.
Preacquisition, she steered potential buyers through the due diligence process and upon acquisition, dedicated two-years to the smooth transition with various professional teams both internal and external relating to the sale.
At present with an amalgam of accumulated capabilities, she is the financial backbone of XelaCollective.
A world traveler and stand-up comedy enthusiast, Squid's pursuits & passions span running, basketball, poetry, and DJ'ing, but it was a still-life portrait museum that inspired him to spend his career capturing the essence of a moment.
Renowned for being SELF-MADE, obsessed, and passionate w/a flair for the absurdist and eccentric, he is recognized for his gift to invoke emotion and enthrall audiences with his work. As director his projects span photography, fine art film, brand campaigns, commercials, live concerts, sporting events, narrative filmmaking, and documentaries, however, it is his expertise in music videos and creative direction in the music industry that set him apart & gained him international notoriety as a multi-grammy award winning creative director.
During his tenure as Creative Director at Rich Music Productions he spearheaded direction for all music videos, album production, brand development, marketing strategies, cinema entertainment, and social media campaigns across all channels for Justin Quelis, Dalex, Sech & Dimelo Flo with a combined reach of over 1.5 Billion impressions.
Stepping out, he went onto direct music videos & campaigns for J Balvin, Ed Sheeran, Pharrel, Burner Boy, Future, Sigue & Forever My Love, Voodoo, Daddy Yankee, CocQuibtown, Pasatiempo, Becky G, Maria Becerra, Robi, Nicky Jam, Ozuna, Farruko, Zion & Lennox, Ivy Queen, Archangel, Farina Feid, Lenny Tavarez, Rafa, Pabon, Manual Turizo & Izzak, Sound CBD, Billboard, Honda, Monopoly, Jordan, Jimmy Fallon & Pandora & the Nike Jordan Winter campaign etc... Additionally, he has photographed campaigns for the outlets & publications: Billboards, Paper Magazine, Red bull, Fact Magazine, The Fader UK, MixMag, and BBC Radio One.
A few of his favorite projects were directing and filming digital marketing brand campaigns in the luxury fashion space for Chanel, Alexander McQueen & Moschino.
His ambitions now lie in making XelaMEDIA one of the most prolific production companies in the world.
Famous for her meticulous attention to detail, ability to translate visions & deliver final looks, Anna is an accomplished international editorial and celebrity stylist, specializing in high-end luxury production, fashion, and commercial styling.
Prior to fashion, she enjoyed a rich 12yr career as a global luxury hotel operator. With a primary role managing top VIP’s, celebrities & presidents, she has earned a reputation as an international go getter, with polished interpersonal skills, and impeccable service.
She is an expert in color systems, body shapes, fashion trend analytics, and style psychology. Anna created & developed proprietary systems like "wardrobe detox" and unique personal style services that help her clients discover their genuine and individual style that best fits their lifestyle and goals.
Offering a full spectrum of styling services for the clients such as personal shopping & styling, wardrobe detox, bridal, event & photo-session styling she has a client list that spans large companies to iconic brand personalities such as Vogue, Harpers Bazaar, Mayo Clinic, Saks Fifth Avenue, S&P Global, Grant Cardone, Nicky Jam, Madonna, Beyonce, Barack Obama, and many others.
In the spirit of passion and innovation, Anna is currently expanding her reach into digital styling & the design of 3D clothing.
Identified early on for his range as a creative virtuoso, Congolese & French native Indiigo, has spent a dynamic career developing creative concepts for Music, Fashion, the Arts and Philanthropy.His expertise and flair in music production, music direction, mixing and mastering allowed him to step onto the world stage co-producing and co-writing for Madonna MDNA album. Thus, opening the door for him as her creative & musical director, ranging projects from Oscar performances & Smirnoff Nightlife Exchange to her Material Girl clothing line.Advancing his musical career, he went on to produce grammy nominated talent like Kehlani, Stella & Carlos Santana & currently enjoys the role as creative director & producer for Jaafar Jackson.Simultaneously, he had parallel success in fashion designing couture and clothing for celebrities & brand personalities, while launching his couture atelier fashion line COLORS.Dedicated to moving his industry forward & empowering youth & women in Africa through education, culture, and the arts, Indiigo contributes his talents to organizations like Falling Whistles, Malaika Foundation, City of Joy Congo & XelaWorldView.
Eric is an entrepreneur, former Wall Street executive, poker player, chess player, designer and inventor. His transparent business model leverages a global network of suppliers and a proprietary tech platform to make data-driven decisions that lower cost, enhance efficiencies, and shorten time to market.
As strategy – and revenues – accelerated, he expanded the approach to include other areas of the marketing supply chain – from retail environments and displays to packaging, branded merchandise and creative execution services.
Partnering with many companies to help bring the world’s most iconic brands to life in-store, at home, and on the go. “I am passionate in my belief that there is a smarter, more efficient way to design, market and manufacture products.”
Second generation West Indian & South FL native, Tracy Singh, began her journey in hospitality as an award-winning connoisseur of wine, spirits & sake. Leaning into her accounting education, she became an operator in the luxury hotel & restaurant space.
She spent 12yrs as Director of Beverage curating & managing Miami’s most profitable and prestigious beverage programs. Recognized by Wine Spectator & Tasting Panel as a thought leader & market influencer, she was recruited by LVMH to oversee marketing, brand strategies & sales initiatives for Moet- Hennessy’s twenty-two brands in the battleground market of Miami.
Here, working with the world’s largest luxury portfolio, Tracy honed her craft in brand planning & execution; ideating/implementing marketing strategies & consumer psychology; thus, expanding her sphere of influence onto the national & global stage.
A deep desire to forge her own path shifted Tracy’s mission into drawing individuals w/parallel global expertise & harnessing them under one, XelaCollective, to become the pinnacle & evolution in brand engagement.