TVA Board Names Kenneth R. Breeden Executive Vice President of Customer Service and Marketing
July 21, 2004
NASHVILLE, Tenn. – TVA has announced the appointment of Kenneth Breeden as executive vice president of Customer Service and Marketing, effective Aug. 1.
Breeden will report directly to the TVA Board and will serve on TVA’s Management Committee. He will be based in Nashville.
With responsibility for strengthening TVA’s relationship with 158 distributors of TVA power and 62 large industrial customers and federal installations that buy TVA power directly, Breeden will play a crucial role in providing efficient and effective service and support in an increasingly competitive wholesale market. In addition, Breeden will be responsible for marketing programs that encourage efficient use of TVA-generated electricity and for ensuring that contracts and pricing products meet the needs of TVA’s customers. He succeeds Mark Medford, who previously announced his plan to retire from TVA in December 2004.
“Ken has 20 years of electric utility industry experience, and I’m excited about having someone with his impressive accomplishments join our management team,” said TVA Chairman Glenn McCullough Jr. “He has the skills we need to deliver exceptional service to our distributors and directly served customers.”
Over the past 20 years, Breeden has served as the chief marketing officer for two of the top 10 electric utilities in the United States. He joined each during times of significant change, and as a member of the executive team was able to contribute to successful outcomes.
Most recently, Breeden served as an independent consultant to Fortune 100 companies, delivering customized programs that help to raise the business acumen of sales teams in an effort to provide effective solutions to customers.
From 1997-2002, Breeden served as president and director of TXU Energy Services, Enterprise Division which became one of the largest purchasers of wholesale electricity in Texas. Breeden was recruited by TXU in 1995 as senior vice president where he was charged with ensuring customer satisfaction and loyalty in the face of increasing customer choice.
In 1984, Breeden joined Entergy Corp., as vice president of Marketing for its Arkansas subsidiary. During his tenure at Entergy Arkansas, he held a number of top posts including the role of senior vice president of Customer Service and Marketing. In 1991, Breeden was named senior vice president of Marketing at Entergy Corp. Two years later, he was appointed president of Systems and Services International, a Memphis based energy services company where Entergy had made a significant investment.
“We are pleased to have someone with Ken’s experience and track record of success joining the TVA team,” said Director Skila Harris. “Ken knows this business and can help us make both TVA and our customers successful in the ever-changing utility industry.”
“Ken brings with him a wealth of knowledge about deregulation and competitive markets,” said Director Bill Baxter. “That knowledge will benefit TVA as we continue to implement the recommendations of our Strategic Plan and work with our customers on how best to prepare the Tennessee Valley for future changes.”
From 1982 to 1984, Breeden worked in Nashville and Morristown, N. J., offices of AT&T, where he held branch management and division management responsibilities. He worked in the Nashville and Memphis offices of South Central Bell from 1973 to 1982 in various positions of increasing responsibility, serving five years as district manager.
Breeden holds an MBA in Marketing and Business Administration with a BBA in Accounting, Marketing and Business
Administration from Wichita State University in Wichita, Kan. His professional and civic affiliations include executive advisory boards of the Barton Business School and the National Advisory Council at WSU, as well as the Edison Electric Institute and the Electric Power Research Institute. He has held board memberships at Junior Achievement of Arkansas, Big Brothers of Pulaski County and the Fort Worth/Dallas Ballet, serving also as Energy Chair of the Greater Dallas United Way.
He and his wife, Jenny, will reside in Nashville. They have two children.
TVA is the nation’s largest public power provider and is completely self-financed. TVA provides power to large industries and 158 power distributors that serve approximately 8.5 million consumers in seven southeastern states.
Media Contact:
TVA News Bureau, Knoxville, (865) 632-6000
