Profile: Brea Keating, Digital Transformation and Brand Communications Lead, Solo Cup/Dart Container Corp.

Brea Keating was the right person to tap for building a corporate social responsibility program for the SOLO cup brand, as she consistently challenges her teams, her brands and her corporate culture to “add a greater societal purpose to our products and processes,” she says. “Orchestrating positive organization and operational changes within a company, while maintaining profit, is the most strategically challenging task a marketer could possibly take on.” But Keating lives for these challenges as the company’s digital transformation and brand communications lead.Keating spent much of her early career in media roles, at Starcom MediaVest, Scripps Networks, GroupM and GSD&M Advertising before returning to GroupM to bring new life to Kimberly-Clark brands through content creation and social relevance. She also had stints at AudienceScience, Datalogix and Robert Bosch before landing at Dart Container in June 2016, working on the SOLO brand in consumer marketing and online engagement.Keating led the development of the “SOLO Supports” platform, a broader brand initiative with its own direct-to-consumer website. “SOLOSupports.com serves many roles, each of which were specifically designed as the first step in a longer roadmap for brand and portfolio evolution,” she says. Those include fueling funds for the company’s Feeding America donation, equating to 1.5 million meals; highlighting SOLO products made from paper; adding lifestyle products; and enabling continuous feedback for product, portfolio and brand benefit.“While the program just launched, the team is already experiencing positive results, particularly in consumer insights,” Keating says. “Public perception of the platform is exactly what we intend it to be: a humble step toward raising the bar for our brand, our category and our participation in people’s lives.”

Profile: Brea Keating, Digital Transformation and Brand Communications Lead, Solo Cup/Dart Container Corp.

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