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

    Most people buy pet insurance as protection against a bad day. Fetch could sell it as a long-term investment in more healthy years with your pet, and its coverage already backed that up.

    • $500KRaised at Fetch’s first NYC gala, which the campaign supported

  2. Hackensack Meridian Health

    Don’t Mind Your Own Business

    Giving New Yorkers permission to not mind their own business

    In New York and New Jersey, minding your own business is how people get through the day. The campaign 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 want payments to move fast because speed frees up working capital, and working capital funds growth. The messaging had to connect the speed to that bigger goal.

    • 2Messaging playbooks, one for Buyer Initiated Payments and one for 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. Marketing built on the generational label would miss both.

    • 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 faces different pressures, but they’re all deciding whether to choose Apollo. The playbook gives teams the message that fits each audience and occasion, so every conversation leads to that same decision.

    • $500BAssets under management at Apollo
    • 10Audiences, each with its own copy brief
    • 5Stages in each audience decision journey