Dillon Key

I’m a Senior Strategist at Prosek Partners in New York. I work with brands that have complex products and multiple stakeholders. From global asset managers, family offices, and private market firms (VC, growth, PE, RE) — my work clarifies complexity to unlock audience insight, shape strategic decisions, and create commercial value.

I started in client services and came to strategy through VCU Brandcenter. Since then I’ve worked across small, medium, and global agencies with brands like Diageo, American Express, and Apollo Global Management, mostly across finance, enterprise tech, and healthcare.

Selected work

  1. Fetch Pet Insurance

    Love Longer

    Turning monthly savings into more happier and healthier years together

    The product isn't protection against what might go wrong. It's an investment in more time with someone you treat as family.

    • $500KRaised at Fetch's inaugural NYC gala, which the campaign contributed to

  2. Hackensack Meridian Health

    Don’t Mind Your Own Business

    Giving New Yorkers permission to not mind their own business

    The barrier comes before awareness. In New York and New Jersey, minding your own business is a social norm, so the work had to interrupt the instinct to look away.

    • 1.2M+Visitors expected in the region during the tournament

  3. American Express

    From payment processing to business advantage

    Transforming back-office payments into a CFO's growth lever

    CFOs use working capital to fund growth. The products already delivered that, so the messaging had to move from what they do to what they make possible.

    • 2Messaging playbooks, for Buyer Initiated Payments and One AP
    • 9Financial brands tracked in monthly competitive intelligence

  4. Diageo

    Stages, not ages

    Showing how Gen-Z insight helps inform product marketing decisions

    A 21-year-old moving out and a 29-year-old new parent share a birth window, not a mindset. Strategy built on the generational label would miss them.

    • 40Young drinkers in a seven-day digital ethnography
    • 4,000People in the quantitative survey
    • 2Cities for live immersive workshops

  5. Apollo Global Management

    Audience Segmentation

    Turning one Apollo story into ten conversations that start with the client

    Each audience is making a different decision. Keep one positioning, and adapt the emphasis to each audience's pressure and the assumption worth challenging.

    • $500BAssets under management at Apollo
    • 10Audience segments, each with its own copy brief
    • 7Steps in the client response framework