COMMUNITY SPOTLIGHT

Meet Keith Bendes, the Bay Area Leader Redefining Influencer Marketing

France Tantiado - Contributor

If you’ve spent any time in the creator economy space, you’ve probably crossed paths with Keith Bendes or at least seen the ripple effects of his work. Keith blends sharp marketing instincts with a deep understanding of how creators, brands, and audiences connect in today’s fast-moving digital landscape.

But beyond the impressive résumé, Keith is one of those rare people who can talk big-picture strategy and share a fun, unexpected story that leaves you smiling. We sat down with him to learn how he got started, his take on the future of creators, why the Bay Area keeps pushing the envelope, and yes… a few things you won’t find out about Keith except here at Bay Area Creator Economy.

From Finance to Marketing to Strategic Partner Keith’s journey has covered a wide spectrum from finance and investment banking to business development, strategic partnerships, and marketing. He’s truly done it all. Starting with a background in finance and economics, Keith realized quickly this wasn’t going to be his long term path. His curiosity led him into sales and experiential marketing roles, spending half a decade at Unilever, where he honed his marketing chops. Toward the end of his tenure he was working closely with their venture group to prospect startups and identify high-growth opportunities. That’s where influencer marketing first came on his radar. 

Today, Keith plays a pivotal role at Linqia, where he helps brands develop holistic strategies around influencer marketing and how creators fit into the broader marketing ecosystem. He guides brands to ensure they are executing toward measurable results, and working with the right creators given their brand DNA. For creators, Keith stresses the importance of platforms like Linqia, which ensures brands can discover and partner with them effectively.

Why the Bay Area Feels Originally from the East Coast, Keith moved to the Bay Area over 15 years ago for a job opportunity and was quickly captivated by the region’s energy, vibe, and culture of innovation. San Francisco became home almost instantly, and he’s never looked back. For Keith, the Bay Area’s spirit of creativity and boundary-pushing is what makes it truly special.

Life Beyond the Hustle
Outside of work, Keith’s world revolves around his wife and their two young children; a five-year-old and a toddler. Fatherhood has taught him patience, time management, and a new kind of hustle: a balancing act he embraces with pride. 

A Few Things You Probably Didn’t Know About Keith

• Plays guitar and can sing (yes, really!)

• Loves sports including soccer and even coaches his kids’ soccer teams

• Avid podcast listener and reader not just business-related, but also fiction and other genres for fun

• Enjoys riding his electric bike around the city with his kids, blending family time with fresh air and adventure

Q:  To kick things off, what do you do, and what company do you work for?

A:  I am the Chief Strategy Officer at Linqia, which is one of the largest influencer marketing agencies in the world. As CSO my job is to work with large brands to understand how influencer marketing strategically fits into the broader marketing plan, and how to build a strategy around creator partnerships to ensure lasting results. 

Q:  Was there a “lightbulb” moment when you realized, “This is my industry, my lane”?

A:  It happened very quickly but was also a culmination of my entire previous career. I actually started working while in high school and college for a sports marketing agency, which had me working with athletes and helping to pair them with brands. Influencer marketing became the next phase of that with creators instead of athletes and celebrities, so it was really just me coming back to my roots. 

Q: What’s something you’re currently working on or promoting that you’d love our readers to know about whether it’s your podcast, a project, or something else exciting?

Q: You’ve done it all from finance to business development, strategic partnerships, and marketing. What’s one skill you rely on today that you actually learned in a totally unrelated part of your life?

A:   I honestly believe that every marketer should get sales experience and every salesperson should get marketing experience. Frankly every businessperson should get both. I tap those different sides of my brain every single day and it’s the variety of jobs I’ve had that gives me a unique understanding of the business world. I can have a conversation with a CFO, CEO, CMO, COO and be able to understand what they do, how they are incentivized, and have empathy for their challenges.

Q:   If your life right now were a Netflix series, what would the title be?

A:   Bend it like Bendes. I have no idea why that came to mind first haha, but as someone trying to balance scaling a company with raising two young girls, with being a good husband and coworker and father - I’m just trying to do it my own way and not let the noise get in the way. There’s so many self-help books and self-proclaimed experts telling us how it’s supposed to be done, but I’m trying to do what I think is the right way for me.

Q:  From your perspective, how are social media and creators changing the way brands connect with audiences?

A:   Creators have changed everything about marketing. The entire playbook of the past is being thrown out. Every brand needs to be culturally relevant, and social is the place where relevance is dictated. Creators just happen to be the kings and queens of the social world. So if brands want their content to be seen by audiences, they either need to buy every eyeball through paid media or work with creators who have those connections. 

Q:  Do you think we’re entering a new era of creator brand relationships? If so, what’s that going to look like?

A:  Absolutely. If influencer 1.0 was about creators making custom social media posts for brands, influencer 2.0 is about creators moving beyond the post. This means experiential activations, podcasts, email blasts, product collabs, etc. It’s no longer just about one off posts, it’s about fully integrated media partnerships. This is why creators are all trying to be multi-platform and multi-format. The world is changing very quickly.

Q:  Which creator economy trends do you think are overhyped and which ones deserve more attention?

A:  The ones that deserve more attention are creator content being used beyond the walls of social, episodic and higher production content, and AI enabling people to do more with less. There’s a lot more detail in those, but every brand should be paying attention to them. The overhyped trends are virtual influencers, made-up metrics like EMV, and AI replacing creators. 

Q:  The Bay Area is known for innovation. What makes it such a unique hub for the creator economy?

A:  First of all, you have most of the new age brands based in the Bay Area, which by nature makes them more natively social and willing to take risks. Then you have the investment community, which is spawning an entirely new area of companies investing in individual people as creator empires. And finally you have a unique style of influencer given the fabric of the Bay. It all makes for a potent combination.  

Q:  What’s one thing you think the Bay Area gets right that the rest of the world still hasn’t figured out?

A:   Being first matters. They Bay is so open to innovation and new ways of working that companies consistently have a leg up in being first adopters. There’s an innovators mentality that is contagious. 

Q:   If you could give one piece of advice to Bay Area creators or startups trying to break through right now, what would it be?

A:  No matter what channel you built your audience, if you’re a creator you should be building a cross platform media empire across TikTok, YouTube, Instagram, LinkedIn, Substack, podcast, etc. The more you can build into a branded partnership the better. For brands, do not let creator content die on the feed. Use it across every single channel, CTV, OLV, DOOH, display and everything in between. 

Q:  What’s next for you, any exciting projects, collaborations, or experiments on the horizon?

A:  We are about to release some really interesting toolsets to adapt and optimize creator content for different channels and formats. A major part of our thesis at Linqia is that creator content will perform better than business as usual content in virtually every marketing channel, and so making it simple to adapt original creator assets is a major step in helping every brand test that thesis. 

Q: Ten years from now, when you look back at this moment in the creator economy, what do you think will stand out the most?

A:  That the CMO’s in ten years are mostly going to be from social and influencer marketing backgrounds because they understand how to earn attention and how creators are the key to earned media/PR, better performing paid media, organic social channels, and everything in between. There’s no marketing channel that won’t be powered by creators in ten years time. 

Keith’s story is a powerful reminder that the creator economy is about much more than metrics; it's about real people, relationships, and growth, both professional and personal. We’re excited to see where his journey and the creator economy head next.

UPCOMING EVENTS

Inside the Bay Area

AUGUST

August 8-17

• Monterey Car Week. A 10-day celebration of automobiles featuring rare car exhibitions, auctions, rallies, and unforgettable seaside drive. (Monterey County)

August 14

• Design Your Creative Career. Spend your morning with technologists, educators, entrepreneurs, activists and artists coming together to explore how creativity can drive fulfillment and purpose in an uncertain world. Speakers include Jonathan Martell, Laura McBain, ​Khaulat Abdulhakeem, Ben Davis, Isabelle Hau, Brian Johnsrud, and Erik Brown. (Palo Alto)

August 16

• SF Pizza, Bagel & Beer Festival. Indulge in San Francisco’s ultimate foodie afternoon under the North Beach sun.  (San Francisco) 

August 17

• Pebble Beach Concours D'Elegance. Experience automotive excellence where the world’s most rare and prestigious classic cars gather on the iconic 18th fairway of Pebble Beach Golf Links. (Monterey County)

August 19

• Verza Presents: The Art & Business of Creating. Whether you're an aspiring creator or an established professional, this is your chance to hear from those who have successfully navigated the intersection of artistic passion and strategic business acumen. Hear from creators (also BACE members!) Juliana Wynkoop and Stephanie Chiu to share their journeys, challenges, and secrets to success. (San Francisco)

​​August 23

• Hungry Ghost Festival. Step into SF Chinatown for the Hungry Ghost Festival, where a towering Ghost King parade, live performances, and vibrant art transform this ancient tradition into an unforgettable night of culture and community. (San Francisco)

August 27

• CTRL+ALT RESPAWN Fireside Chat ft. Fiona Ma & Chaniah Kelley. In a rare joint session, public finance meets film innovation. Fiona and Chaniah unpack what it means to fund the future of storytelling, from state-backed incentives to grassroots studio builds. This is a must-hear conversation for creators and investors alike. Reserve your spot now.

SEPTEMBER

September 3-5

• INBOUND 2025. Hosted by HubSpot, INBOUND brings together thought leaders, industry experts, and business innovators for four days of inspiring keynotes, interactive sessions, and hands-on workshops. It’s the ideal opportunity to gain insights into the latest marketing strategies, tools, and trends that drive success. See Ticketing & Registration details HERE. (San Francisco)

September 7

• Haight Ashbury Street Fair. Celebrate the vibrant spirit of SF where live music, local art, and eclectic vendors fill the streets with energy and color. (San Francisco) 

September 12-21

• Flower Piano at San Francisco Botanical Garden. A delightful collection of public pianos will be placed throughout the garden, inviting visitors to enjoy spontaneous performances and beautiful surroundings. The event is free for San Francisco residents.(San Francisco)  

September 18

• Make with Notion. Join a day of inspiring keynotes, demos, and intimate conversations about AI and the tools shaping tomorrow. Attend in person (by invite) or join virtually. See more details about registration here. (San Francisco)

September 20-21 

• Portola Music Festival (21+). Pier 80 in San Francisco transforms into a two-day music experience for the 21+ crowd, featuring an incredible lineup including LCD Soundsystem, The Chemical Brothers, and Christina Aguilera. (San Francisco)

Beyond the Bay Area

AUGUST

August 15

• CreatorHub. It's three days of actual, implementable strategies that transform content creators into business owners and business owners into influential personal brands. Register for your ticket HERE. (Orlando)

August 24 - September 7

• US Open Tennis Championship (New York)

August 29 - September 1

• Pax West 2025. The Pax West Gaming Festival is a four-day event that features a large expo hall with game publishers and developers, new game demos, panels, musical performances, tournaments, and community events. (Seattle) 

SEPTEMBER

September 4 

• Press Publish NYC. A one-day summit where you’ll join hands-on workshops and meet collaborators, learn from experts shaping the future of the creator economy, and take part in a live, interactive episode of The Colin and Samir Show. Apply now — application to attend ends August 19th (New York City)

September 16-17 

• Content Marketing World. Produced by the Content Marketing Institute, CMWorld brings together marketers, strategists, creators, agencies, and teams from around the world for three days of ideas, connection, and guidance for the future. Register now. (San Diego)

Would you like to sponsor this newsletter or one of our events?  Please email [email protected]

COMMUNITY NEWS

Mark Rober, MrBeast, and Matt Fitzgerald Launch #TeamWater Campaign. Bay Area-based Mark Rober and YouTube powerhouse MrBeast have joined forces with fellow Bay Area changemaker Matt Fitzgerald to launch #TeamWater, a global initiative aiming to raise $40 million to bring clean drinking water to 2 million people worldwide. Co-founded by Fitzgerald alongside Rober and MrBeast, the campaign is rallying thousands of creators from over 31 countries in what’s being called the most ambitious creator-led effort to date. Powered by global audiences and a coalition of nonprofits, #TeamWater is tackling water insecurity head-on transforming creativity, influence, and community spirit into sustainable infrastructure that will change lives for decades to come.

Instagram Rolls Out Real-Time Location Sharing Map. Meta, headquartered in the Bay Area, is the parent company of Instagram. Instagram has recently launched a new Map feature that lets users share their real-time location with friends. This Bay Area based innovation aims to boost social connectivity but has also raised privacy concerns among local users and digital privacy experts.

Outside Lands Music Festival Boosts San Francisco Economy. The 2025 Outside Lands Music Festival, held in Golden Gate Park, attracted hundreds of thousands of attendees and is projected to generate over $70 million for the local economy. This significant economic impact underscores the vital role of large-scale events in supporting local businesses and fostering community engagement.

Rebecca Black at Outside Lands. Once known for “Friday” and the wave of memes that followed, Rebecca Black has reshaped her story. On August 10 she performed on the Dolores stage, the festival’s queer and trans dance space curated by Bay Area nightlife collective Polyglamorous. Her set from the album Salvation, paired with playful visuals and a strong connection to the crowd, turned a past punchline into a confident artistic statement. For creators, it is a reminder that the right context and community can transform how an audience sees you.

Local Teens Produce Film 'JAR' with Industry Mentors. Seventy-one San Francisco teenagers, mentored by professionals from "Euphoria" and “The Bear,” produced "JAR," a dark comedy film. The project showcases the city's creative spirit and provides a platform for aspiring filmmakers.

JOBS

• Head of Content Marketing @Stripe (San Francisco)

• Senior Full Stack Engineer @Daisy  (Remote)

• Group Manager, Social Media @Intuit (Mountain View & San Francisco) 

• Principal Content Strategy & Development @Adobe (San Francisco)

• Senior Staff Engineering, Video Streaming @eBay (San Jose)

Have a job you’d like us to include here? Send the job posting URL to [email protected].

“HELLA BAY AREA” CREATOR PICK

Clarissa Hen (@clarhens)

Only in the Bay will you start a festival day in sunglasses and end it in full swamp mode.

Bay Area creator Clarissa Hen nailed the experience in her “POV: going to a music festival in San Francisco” clip from Outside Lands this past weekend with her husband Gary. Set to the ironically upbeat “I Can See Clearly Now,” the reel captures the city’s classic microclimate bait-and-switch — sunny when you’re getting ready, foggy and damp by the time you arrive.

“Believe it or not, it was hot and sunny earlier in the day but Gary and I got there too late lol 🌞… we still had a good time vibing to good music and eating good food, despite the weather giving ✨swamp✨😂,” she wrote.

The reel clearly resonated, racking up over 846,000 views and plenty of “only in SF” nods in the comments.

Follow Clarissa Hen on on Instagram (clarhens and garyandclarissa) as well as on YouTube and TikTok.

Would you like to sponsor this newsletter or one of our events?  Please email [email protected]

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