Diversity Woman Magazine

FALL 2016

Leadership and Executive Development for women of all races, cultures and backgrounds

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d i v e r s i t y w o m a n . c o m Fa l l 2 0 1 6 D I V E R S I T Y W O M A N 19 Nicole Dye-Anderson Media Savvy Power Suit The Barclaycard public relations pro on navigating the ever- changing media world By Katr ina Brown Hunt W hen Nicole Dye-Ander- son was just out of col- lege, she worked on the reelection campaign of then Senator Joe Biden. For the Delaware native—"I'm Delaware born, Delaware bred, and, when I die, Delaware dead," she quips—it was a big honor. "I grew up with him as an icon." She also gained some wisdom from him. "He said once that his father told all his kids one life lesson, which now I tell to my kids," she says. "'Never complain, never explain, and never let 'em see you sweat.' It became his mantra, and now it's my mantra, too." Indeed, that grace-under-pressure mind- set is a vital part of her role as a media rela- tions pro: she has worked in politics, ad- vertising, and even the NBA, where crises can be a way of life. Now, she is the head of media relations for Barclaycard US, the We Mean Business > stateside credit card arm of the 300-year- old British bank. "While Barclays is well known in the UK, we're still building the name in the US," she says. e company is doing that with such branded cards as the JetBlue card and the Arrival Plus trav- el rewards card, allowing consumers to earn travel miles while making everyday purchases. "We are consistently winning industry awards for being best in class," says Dye-Anderson proudly. "We're neck and neck with Chase Sapphire—and they're better known." Diversity Woman talked with Dye- Anderson about the changing rules in media engagement, adapting to differ- ent industries, and the pitfalls that can come from listening to the noisiest voice in the room. Diversity Woman: What drew you into banking? Nicole Dye-Anderson: I'm going be hon- est—I never saw myself in banking, ever. You go from the NBA to a credit card company? It's been a journey. But I really loved the culture. I thought I was walking in for a pitch, and they asked me to help with their expansion. I saw the executives and I thought, "ey're wearing jeans and sneakers?" It had a kind of a start-up feel, and I thought, "Is this a bank?" DW: Who was your biggest mentor growing up? NDA: My mom. She worked two jobs to put us through school. She worked as a custodian at the University of Delaware and cleaned houses. She pushed educa- tion. She wanted to make sure I was in Girl Scouts, even though I was always the only little black girl. She would say, "Without education, you'll never make it

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