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Richard Génecé named new vice president of Energy Efficiency
12/7/2012 2:25 PM
Richard Génecé will join the Bonneville Power Administration Jan. 7, 2013, as the agency’s vice president of Energy Efficiency. Génecé brings with him more than two decades of energy efficiency, sustainability and marketing experience to the position.
In making the announcement today, BPA Senior Vice President for Power Services Greg Delwiche expressed enthusiasm about the opportunity to add a senior executive of Génecé’s experience and ability to the Power Services management team.
“Mr. Génecé understands the value of energy efficiency and has the background and marketing experience to lead our effort to expand energy efficiency in the Northwest,” Delwiche said. “His knowledge and skill will be valuable as BPA and the region’s other utilities work to meet 85 percent of the Northwest’s growing energy needs with our resource of choice—energy efficiency.”
Most recently, Génecé has worked as the residential portfolio manager of energy efficiency programs in Southern California Edison’s Customer Energy Efficiency and Solar Division. Since November 2008, he has managed a portfolio of programs consisting of hundreds of millions of dollars in incentives and rebates for energy efficiency programs available to SCE’s nearly 14 million customers. It includes one of the country’s largest lighting programs, with more than 4,000 participating retail locations, as well as energy efficiency initiatives promoting appliances and home devices. Génecé was also responsible for overseeing education and outreach programs, including SCE’s Mobile Energy Unit, a converted recreational vehicle that travels the company’s 50,000-square-mile territory to educate customers on its programs and services.
“Energy efficiency is the world’s most environmentally and economically friendly energy source,” Génecé said. “I am excited to be leading an organization that invests so strongly and exhibits such leadership in energy efficiency.”
Early in his career, Génecé held operations and marketing positions with Procter & Gamble, AT&T and Colgate-Palmolive. He spent the next several years at General Mills and SBC, where he took on regional and national management responsibilities. Génecé spent the next seven years at General Electric, where he held a number of positions including hospitality segment leader, ecomagination leader and regional sales manager.
Génecé earned his Bachelor of Science in Information & Decision Sciences from Carnegie Mellon University in Pittsburgh, Pa., and his Master’s of Business Administration in International Marketing and Management Information Systems from Indiana University’s Kelley School of Business in Bloomington, Ind.
BPA's Energy Efficiency vice president is one of four vice president positions in Power Services. The Energy Efficiency vice president manages a diverse portfolio of commercial, industrial, residential, agricultural and federal energy efficiency activities, mostly accomplished through partnerships with BPA customer utilities. Four branch managers report to the vice president of Energy Efficiency. They supervise BPA's energy efficiency planning and evaluation, program implementation, contract administration and smart grid efforts.
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