Deborah Affonsa

Deborah T. Affonsa is vice president, Customer Service for Pacific Gas and Electric Company. She is responsible for the company’s contact center operations, local customer service offices, business customer account management and demand side management sales, relations with third party energy service providers, customer education for PG&E’s most impactful work and initiatives, and escalated customer relations, and for the Customer Care organization.

Her previous role at Pacific Gas and Electric Company was Vice President, Corporate Strategy, reporting to the president. In this role, Affonsa was responsible for driving development and implementation of a detailed, integrated, cross-functional 5 year forward -looking plan for achieving and maintaining the company’s vision of becoming the leading utility in the United States. She also identified emerging trends in the utility industry, recognizing interdependencies, potential synergies and conflicts to assist senior management in prioritizing and making decisions. She also managed the company’s benchmarking and continuous improvement efforts.

Prior to joining Pacific Gas and Electric Company, Affonsa held the position of Senior Director, Corporate Strategy and Development, for its holding company, PG&E Corporation. There she was responsible for evaluating potential new business opportunities, managing the corporate-wide strategic planning process and leading teams in the evaluation and development of Utility strategies around key issues (Smart Grid, PV, etc.).

Affonsa has additional experience in the utility industry, serving as Vice President, Sales and Marketing, for Community Energy, Inc., a privately held, start-up, wind energy company. In that role, she established the strategic sales plan, including revenue, earnings and market share goals both regionally and nationally, as well as developing the internal processes and procedures for running a start-up. Affonsa was also Vice President, Sales and Marketing, for Marlin Leasing Corporation, where she developed strategic sales initiatives and oversaw the realignment and restructuring of the National Account’s sales team.

Prior to that, Affonsa was Chief Operating Officer and Director, New Business Development, for Marketing Crossroads, Inc.; Director, Strategic Planning, for Exelon Corporation; and Vice President and Director, Sales, for Exelon Energy.

Affonsa holds a Bachelor of Science in Business Administration from Villanova University and a Masters in Organizational Dynamics from the University of Pennsylvania. She also successfully participated in the Harvard Business School’s Advanced Management Program in 2000.

About the Author