Walter Moore, MBA

President and CEO

Moore founded APPI Energy in 1996 and serves as President, Chief Executive Officer, and Chairman of the Board. He is responsible for all financial, employee, and executive matters. He also launched and serves as Chair of the National Energy Marketers Association National ABC Ethics and Policy Development Team. Moore applied his knowledge of associations and deregulated markets to create APPI Energy’s unique business and service model.

In 1987, Moore founded Niche Publishing. The firm created and published Healthcare Traveler magazine, the industry’s largest publication for travel healthcare professionals, and managed the marketing for several national healthcare associations. In 1980, Moore was President and founder of Trans Data Corporation, a market research and consulting firm specializing in the deregulation of the banking and financial services industry.

Moore earned a Bachelor of Science degree in accounting from Pennsylvania State University in 1975. He received his Masters of Business Administration degree from Loyola University Maryland in 1985.

Michael S. Payne, JD, LLM

Executive Vice President and Corporate Counsel

As a managing partner of APPI Energy, Payne is responsible for the development and management of APPI Energy’s consulting services, corporate operations, and legal matters. He has advised commercial, governmental, institutional, industrial, and nonprofit clients. Payne provides energy market analysis, energy supply risk management, and energy supply contract negotiations. He regularly performs due diligence of energy suppliers and reviews regulatory markets. Prior to managing APPI Energy, Payne worked for 20 years in financial services, corporate management, and investment banking.

A Delaware native, Payne received a Bachelor of Arts with honors from Wake Forest University in 1978. He then received a Juris Doctor degree from the University of Miami School of Law in 1981 and a Master of Laws in Taxation from the George Washington University National Law Center, Washington, DC, in 1983. He has been a member of the Bar Association of the District of Columbia since 1982.

Jennifer Underwood

Chief Operating Officer

Jennifer Underwood is Chief Operating Officer for APPI Energy. She completed her Bachelor of Science in Business, and Master of Science in Accounting at Wagner College in Staten Island, New York. She started her professional career with a public accounting firm in New Jersey, followed by a transition to the Controller position for the Union Square Hospitality Group in Manhatten. Returning to her hometown of Salisbury, MD, she joined the financial team at Cato Gas & Oil before joining APPI Energy in 2011 as its Controller. She was promoted to Chief Financial Officer in 2015, and Chief Operating Officer in 2019.

Suzanne Hearn

Vice President, Energy Markets and Procurement

Suzanne Hearn is Vice President of Energy Markets and Procurement for APPI Energy. She joined the firm in 2000. Hearn is responsible for the management of relationships with approved retail energy suppliers, as well as the leadership and management of the activities and market strategies of the Operations Department. She structures pricing strategies and energy procurement contracts for clients. She also monitors, analyzes, and maintains a tariff filing database for all deregulated markets, and educates clients and APPI Energy staff about current market conditions, regulatory updates, and supplier relations. Residing in Salisbury, Maryland, with her two sons, Hearn enjoys boating, attending her sons’ sporting events, and traveling with her family.

Jane Sidebottom, MBA

Vice President, Marketing and Business Development

Jane Sidebottom’s primary responsibilities include implementation of marketing and sales initiatives with national, state, and local trade associations and other affinity groups that have endorsed APPI Energy as their exclusive consulting firm. She also supports APPI Energy’s consultants in customer service.

Her twenty-year career in marketing and business-to-business sales includes work as a Marketing Director for Perdue Farms, Inc. Sidebottom received a Bachelor of Science in Business Administration and Economics from High Point University, North Carolina, and a Master of Business Administration from the Perdue School of Business at Salisbury University, Maryland. A native of Salisbury, Maryland, she is active with many nonprofit entities in her local community, including the Delmarva Zoological Society.

José M. Badía, MBA

Director, Information Technology

José Badía is Director of Information Technology for APPI Energy. He leads all aspects of information systems, and drives technology innovation that enables the firm’s data-driven business strategy and strengthens its capabilities. Prior to joining APPI Energy in 2012, Badía had 19 years of management and technology consulting experience in e-business, software development, data architecture, and project management. He earned his Bachelor of Science in Electrical Engineering from Rensselaer Polytechnic Institute, and his Master of Business Administration at Georgetown University. He resides in Northern Virginia.

Dan Forgacs, CEP

Director, U.S. Strategic Markets

Dan Forgacs is Director of U.S. Strategic Markets for APPI Energy. He has an active role in the day-to-day management and professional development of the APPI Energy consulting team. Forgacs directly engages with clients and prospects in key U.S. markets. He helps consultants develop new relationships and renew existing APPI Energy clients. Forgacs also works with the APPI Energy operations team to create higher-value interactions with clients and suppliers. With an extensive background working directly for two national energy suppliers prior to joining APPI Energy, he has more than 15 years of experience in deregulated energy markets. Forgacs received a Bachelor of Arts in Marketing from Michigan State University, Certified Energy Procurement Professional credentials from the Association of Energy Engineers, and has more than 30 years of sales and marketing experience. A native of southeast Michigan, he operates APPI Energy’s Michigan office.

Fran Brixner

Director, Consulting Support

Fran Brixner is Director of Consulting Support for APPI Energy. She first joined the firm in 2013. Her primary responsibilities are to support the consulting team with the daily workflow and enter all information into our system. Prior to joining APPI Energy, she worked as the Customer Service Manager for a local GPS company for 13 years. She resides in Hebron, MD with her husband and son.


Carolyn Johnson, CEP

Senior Energy Consultant

Carolyn Johnson is a Senior Energy Consultant for APPI Energy. She first joined the firm in 1999. One of APPI Energy’s first team members, Johnson provides electricity and natural gas pricing options to commercial and industrial clients. Focusing on clients in Maryland, Pennsylvania, Illinois, Texas, and New England, Johnson also offers market intelligence and educational resources to customers. She earned her Bachelor of Arts in Communication Arts from Salisbury University, and her Certified Energy Procurement Professional credentials from the Association of Energy Engineers in 2012. Residing in Fruitland, Maryland, she enjoys traveling, fishing, working out at the gym, and spending time with her children.

Tracy McMenamy

Director, Customer Service

Tracy McMenamy is Director of Customer Service for APPI Energy. She first joined the firm in 2009. Ensuring that APPI Energy delivers superior customer service, McMenamy is dedicated to resolving customer requests. Prior to joining APPI Energy, she worked in the nonprofit sector. Originally from New York, McMenamy lives in Salisbury, Maryland, with her husband and two children. She enjoys playing softball on a local recreational team, and has fostered more than 300 dogs since 2013 as a volunteer adoption coordinator for Operation Paws for Homes.

Benjamin Etherton, CEP

Director, Consulting

Benjamin Etherton is Director of Consulting for APPI Energy. He is actively involved in the growth of APPI Energy’s consulting team.  He helps with hiring, training, and management of all energy consultants.  Since joining APPI, he has been involved with implementing new consulting team protocols and strategies that have improved companywide performance. 

Etherton has been very successful in establishing new business relationships with large end users of energy and will continue to help build our company’s presence globally. Etherton graduated from Salisbury University, holds a Certified Energy Procurement Professional credential from the Association of Energy Engineers, and has a background with entrepreneurial endeavors in multiple industries (online publication, a retail tech startup, and the seafood industry).