Price Peacock

Employer Brand & Communications Director

Accomplished and results-driven leader with comprehensive experience overseeing global marketing and communications campaigns. Well-versed in creating compelling, value-driven communications to drive consideration, conversion, and engagement with professionals and ensure consistency in messaging. Known for leveraging digital channels, social media, and employee advocacy programs to amplify brand presence. Instrumental in increasing organic impressions/clicks, crafting and disseminating brand narratives, and improving brand visibility. Credible success in conducting employee listening and talent competitor market research, identifying areas for development/improvement and maximizing return on investment. Recognized for establishing, supervising, and motivating teams to achieve goals across complex and evolving environments.

Core Expertise

Employer Value Propositions | Employer Brand Strategies | Team Leadership | Employee Listening | Relationship Building | Talent Acquisition & HR | Change Influence | Brand Management & Communications | Strategy | Employee Experience

Professional Experience

Broadcom, Memphis, TN 2023 - Present

Head of HR Communications (2023 - Present)

Leading the global strategy and delivery of internal communications that positively contribute to Broadcom’s reputation, growth, and connections with people.

  • Oversaw 100+ communications projects to welcome over 40,000+ legacy VMware employees into Broadcom; divest a legacy VMware division from Broadcom; and launch Omnissa, a separate operating company that KKR, a global investment company, created through the purchase of the legacy division from Broadcom in 2024

VMware, Austin, TX and Memphis, TN 2011 - 2023

Senior Manager, Global Employment Brand (2021 - 2023)

Recruited, hired, and retained global employees by developing and implementing employer brand strategies and business-backed marketing campaigns. Attained annual employment brand objectives and key results (OKRs) to support company priorities by directing team of eight globally distributed professionals. Facilitated business and recruiting leadership in decision-making by leading development, assessment, and presentation of quarterly employee listening and brand sentiment report. Managed $1M+ marketing program budget to expedite multi-year strategy for attracting elite talent.

  • Successfully led company’s global employment brand and team, helping amplify culture throughout Broadcom’s $65 billion company acquisition and working with leadership on global employee and prospective employee comms programs

  • Developed and expanded employment brand team by 300%, leading to successful completion of 389 projects to raise awareness of company’s software as a service (SaaS) business and workplace

  • Impacted perceptions and actions of 8,562 external hires, bridged gap between candidates and company at 27 recruiting events, and optimized experience with VMware-owned digital channels

  • Leveraged market intelligence to craft seven talent (customer) personas and design comprehensive, global, multi-channel marketing campaign, strategically aimed at recruiting and onboarding talent for fiscal year (FY) 2024

  • Increased Google Search ad impressions by 287%, clicks ~345%, and click-through rate (CTR) ~16% and augmented LinkedIn social ads impressions 333% and clicks quarter over quarter ~298% by co-designing and launching paid advertising campaign in Q2 FY24

  • Named Employer Brand Finalist, part of HR leadership and management awards (2023)

  • Realized 24% increase in conversion rate by re-launching careers site and aligning it with Web Content Accessibility Guidelines 2.1, globally recognized standard for web accessibility requirements

  • Yielded 497,743 organic impressions and 18,614 clicks by co-leading H1 FY24 careers social media strategy

  • Achieved ~5% impact on external hires during Q2 FY24 by delivering strategic email marketing advice to talent team

Manager, Global Employment Brand (2017 - 2021)

Shaped project priorities by establishing employer brand measurement strategy to assess impact of work on attracting diverse talent, cultivating employee connections, facilitating job descriptions, securing hires, and supporting career advancement.

  • Led successful upgrade of global employer brand, delivering comprehensive toolkit with employer value proposition, recruiting materials, videos, and worldwide brand campaign

  • Enhanced site traffic and increased user engagement by migrating careers site from TMP to iCIMS and spearheading refresh project for English, Chinese, and Japanese site versions

  • Reduced unnecessary tasks, duplicative requests, and time to complete work by planning and involving leadership in meetings to harmonize hiring priorities, ensure messaging consistency, and provide updates on project outcomes

Employment Brand Project Manager (2016 - 2017)

Oversaw employer brand initiatives, including university talent, diversity equity and inclusion, and industry hiring programs.

  • Increased recognition and engagement by managing annual global workplace award strategy, awards applications, and internal/external awards communications

  • Streamlined expenses and enhanced financial control by co-managing global recruitment marketing budget

  • Elevated company on Fortune 100 “Best Companies to Work For” list (39th place in 2018 and 42nd place in 2017) by successfully leading 50+ person project team to execute workplace awards strategy

Communications Manager, Employment Brand (2014- 2016)

Played integral role in projects for employment brand campaign, encompassing six-part, high-production video series highlighting employees. Crafted and disseminated captivating brand narratives across various platforms, including career site, company job sites, careers blog, and internal communication channels accessible to employees.

  • Drove transformation of employee award nomination submission portal, development of photography, print, and digital marketing materials, organization of employee award-winner event, and notable boost in employee pride by overseeing EPIC2 Achievement Awards Program, part of enterprise-wide employee culture recognition initiative

  • Managed internal/external communication strategy and rolled out Women Transforming Technology (WT2) Facebook and Twitter profiles to support launch of WT2 annual conference, founded and co-hosted by VMware

  • Named Women in Business nominee, Austin Business Journal (2016)

Social Media Manager, Employment Brand (2011 - 2014)

Developed and expanded brand visibility across multiple social media platforms. Managed social media editorial calendar and wrote all posts for careers blog and social media profiles. Spearheaded project, authored interview Q&As, and interviewed employees for “Life at VMware” employee video spotlight series hosted on VMware Careers YouTube channel.

  • Rolled out VMware Careers and VMware University Talent Instagram profiles

  • Facilitated training to enable 9,000+ employee population to serve as company brand advocates

  • Created compelling employment brand marketing presentations to showcase unique benefits of working at VMware

Early Career

Social Media Manager, Knoxville News Sentinel (Knoxville, TN) | Digital Marketing Specialist, Way to Weave (Knoxville, TN) | Communications Department Assistant, MIFA (Memphis, TN) | Communications Department Intern, First Horizon National Corporation (Memphis, TN)                                    

Education

Bachelor of Science in Communication/Advertising | The University of Tennessee, Knoxville, TN

Professional Certifications

Project Management Certificate Program, The University of Texas at Austin | Project Management Professional (PMP) | Net Promoter Score, Satmetrix | Unconscious Bias, Stanford, Claymen Institute for Gender Research | Front-End Development, Austin Coding Academy | Designing an Accessible User Experience, Deque University