Nicole Dye-Anderson: 40 Under 40 2015

Assistant VP, media relations, Barclaycard US

Ask Nicole Dye-Anderson’s colleagues why they love working with the media relations expert and they will likely mention her "tireless work ethic, passion, and uncanny ability to always be in the know."

Throughout an 18-year career, she has successfully orchestrated campaigns and other efforts for a number of well-known and emerging brands, including Volkswagen, Verizon Wireless, Colgate-Palmolive, and the American Legacy Foundation’s anti-smoking Truth campaign. Dye-Anderson spent about eight years on the agency side, the bulk of it with multicultural agency the Ad*itive before joining Barclaycard in 2012.

The credit card company’s CMO Peggy Maher credits her with raising the profile of PR within the company with stunning effect.

"Because of Nicole’s advocacy and results, brand PR is now part of every product launch, partnership announcement, and strategic conversation we have that is focused on driving the business," she says.

At Barclaycard, Dye-Anderson is the external communications leader, defining all PR programming and influencer engagement. She also manages several agencies. Her impact on awareness, and ultimately new customers, for its portfolio of more than 40 credit card products has been nothing short of profound. She’s "surpassed all expectations by setting new records for our digital media campaigns, boosting website traffic and response rates," adds Maher.

Her execution of a national launch around a new travel rewards card drove a 75% increase in approved card applications and 100 million media impressions, including and, among others.

A natural networker, Dye-Anderson also makes an effort to foster an atmosphere of diversity and inclusion at Barclaycard. She helped establish the US group of the Black Professional Forum at the company, including hosting nine events in its first year. She remains a steering committee member for the forum but also collaborates with other groups, including the Women’s Initiative Network and Spectrum, an LGBT group.

"Her creativity and collaborative approach to promoting our products and reaching company milestones is unlike any other," continues Maher. "She works circles around others with an abundance of energy and enthusiasm."

- The mother of two has volunteered with a number of learning-focused organizations, including the Parent Information Center of Delaware

- Passionate about the arts, Dye-Anderson also serves on the Marketing Advisory Board for the First State Ballet Company; she created a social media campaign for the company that helped raise $18,000 in six weeks

- A proud alumna, she remains active at Delaware State University, including as a past adjunct professor

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