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. 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.

Jennifer Underwood, MS

Chief Operating Officer

Jennifer Underwood is responsible for the day-to-day leadership and management of the APPI Energy mission, vision, and values. She develops and implements growth processes to cultivate company culture and future visions while overseeing leadership development. Underwood directly impacts change at APPI Energy by analyzing and interpreting data and metrics to create goals for performance and growth. She implements and oversees company policy and is responsible for the measurement and effectiveness of all processes, internal and external. Additionally. she manages the profitability, cash flow, and financial oversight of the company.

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 Manhattan. 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. She serves on The Franklin P. Perdue School of Business Executive Advisory Council. Underwood is an accomplished athlete establishing herself as a competitive swimmer, both in the pool and open water. She has completed a 24 mile relay swim across Tampa Bay, the Escape From Alcatraz triathlon, and is a two time Ironman finisher.  She enjoys spending time kite surfing and cycling with her husband.

José Badía, MBA, PMP

Vice President, Information Technology

José Badía is Vice President 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 a Bachelor of Science in Electrical Engineering from Rensselaer Polytechnic Institute and a Master of Business Administration from the Georgetown University McDonough School of Business. He resides in Northern Virginia.

Benjamin Etherton, CEP

Vice President, Consulting

Benjamin Etherton is Vice President of Consulting for APPI Energy. He hires, trains, and manages all energy consultants.  Etherton implements new consulting team protocols and strategies that improve company wide performance. 

Etherton is successful in establishing new business relationships with large end users of energy and continues 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).

Dan Forgacs, CEP

Vice President, Market Intelligence & Analytics

Dan Forgacs is Vice President of Market Intelligence & Analytics 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.

Ali Gilliam

Vice President, Marketing

Ali Gilliam is Vice President of Marketing for APPI Energy. She leads overall marketing strategy, working closely with each department to achieve both company-wide and department specific goals while advancing the marketing presence of APPI globally. She also leads the marketing team in their day-to-day, while assisting with the business development and marketing outreach for APPI’s Association partnerships.

Prior to joining APPI Energy in 2020, Gilliam worked in the hospitality and development industry, specializing in digital marketing strategy. She brings a demonstrated history of planning and executing digital strategies in the new home construction, real estate, and hospitality industries, along with a strong foundation in content writing and inbound marketing. Gilliam completed her Bachelors of Arts in Mass Media & Communications from Salisbury University, staying on to complete her Masters of Arts in Composition & Rhetoric.

Gilliam is an avid reader, writer and runner, but also enjoys being outdoors with her family. An Eastern Shore native, she resides in Berlin, MD with her husband and two children.

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. Ms. Hearn manages relationships with approved retail energy suppliers, as well as being responsible for the leadership, management of the activities and market strategies of the Electricity and Natural Gas Operations Departments. She structures pricing strategies and energy procurement contracts for clients.  Ms. Hearn also monitors, analyzes, and maintains tariff and market information for all deregulated markets, and educates clients and APPI Energy staff about current market conditions, regulatory updates, and supplier relations.  She strives to provide the best customer experience for clients through an innovative and comprehensive consulting approach. As part of the APPI Energy team, she delivers professional energy solutions while consistently upholding the highest standards.  Residing in Berlin, Maryland, Ms. Hearn enjoys spending time with her two sons, family friends and enjoys boating, the beach and traveling. 

Margo Madden

Vice President, Energy Solutions

Margo Madden is the Vice President of Energy Solutions, a division of APPI that focuses on energy efficiency and sustainability products and services. She is responsible for the leadership and development of short and long-term strategy, as well as subsequent planning and execution of division initiatives. Madden oversees relationships with APPI Energy’s strategic vendor alliances and affiliated pipelines, and she is responsible for Solutions division budgeting, profitability and revenue streams.

Madden received her Bachelor of the Arts in Archaeology from the George Washington University in Washington, DC where she continued to receive her Master’s degree in Strategic Political Communication and Political Management. Madden started her career at Retail Eyewear, at their Middletown, DE corporate office as Director of Store Planning. She then transitioned to Alex and Ani in Cranston, RI as Vice President, Transitional Operations and Site Development. She oversaw all facility management and operational expansion, opened close to 50 retail outlets and 200+ shop in shop concepts globally. From there she moved to MZ Berger & Company, in Long Island City, NY as Senior Vice President, Strategic Operations, handling business restructuring and crisis communications. Margo joined APPI Energy in November 2018 with a strong background in project management, operational expansion, and business development.

She was proud to be recognized as the youngest in the 40 Under 40 Award class at age 29, from the Providence Business News of Providence, RI.  Madden graduated from the Harvard Negotiation Institute in 2013. She is a Delaware native and resides in Wilmington, DE. She enjoys trying new cooking recipes, political podcasts, and spending time with family at their home on the Elk River near the Chesapeake Bay.

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.


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.

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.