Bruce leads a full service market research business unit (with P/L responsibility) within the National Rural Electric Cooperative Association, a trade association of 960 small, non- profit electric utilities owned by the consumers they serve. Collectively NRECA's member co-ops serve 12% of the US population and 75% of the nation's land mass. In addition to legislative advocacy, the Association provides a wide range of services to its member systems including comprehensive employee benefits, education and training, technology research and development, consulting, and market research. Bruce's group uses an evolving variety of qualitative and quantitative research techniques across both consumer and business audiences to provide insights to inform the critical business decisions made by NRECA and its member co-ops. A significant portion of Bruce's work involves anticipating and tracking changes in consumers' circumstances, attitudes, and behaviors and advising co-ops how to best adapt to remain successful in this shifting landscape. This role has taken on more importance in recent years with the changes afoot in the electric power industry.
Bruce has spent over 25 years wrestling with services marketing issues. Prior to NRECA, he worked in a similar capacity in the financial services industry at Nasdaq, Sallie Mae, and Riggs National Bank. Bruce's experience and skills set includes consensus building, product development, service line enhancement, marketing strategy development, customer satisfaction and service quality measurement, web site usability testing, social media usage, focus group and workshop facilitation, consultative sales, and creative problem solving. He enjoys the wide breadth of topics explored in his professional life and is happy to have found a job that matches his attention span.
In addition to the MBA from Fuqua, Bruce holds a BS in Agricultural Economics from Cornell University. He is happily married to Kathy a classmate from Cornell. They have two children, Nicole, a junior at Old Dominion University, and Stephen, a senior at Bishop Ireton High School. They live in suburban Washington DC. In his spare time, Bruce studies and instructs Tae Kwon Do. His is also an avid fan of Bishop Ireton Crew, Washington Capitals hockey, and Duke Basketball.