Ronnie Bates has been named senior vice president of Georgia Power’s Marketing Department. He will be responsible for guiding all marketing activities, including strategic market planning, pricing, forecasting, consumer research and sales.

"Ronnie brings a breadth of experience and knowledge to this position," said David Ratcliffe, Georgia Power`s president and CEO. "His broad background with the company and his prior experience at Mississippi Power will serve him well in this new leadership role."

Bates will also be a part of the Southern Company marketing organization’s executive team. The Southern Company marketing organization has a goal to produce $50 million of net income from new energy-related products and services by 2004.

“Ronnie is well qualified to lead the Georgia Power marketing team,” said Leonard Haynes, Southern Company’s executive vice-president and chief marketing officer. “He will move quickly to join our efforts to achieve our marketing goals. I believe Ronnie will make valuable contributions to our team.”

Bates replaces Bertram Sears, who resigned to lead his own business.

Bates was most recently vice president of transmission, where he oversaw the company’s transmission system, including its maintenance, operations and new construction. Prior to that, he was general manager of transmission and construction for Georgia Power.

Bates started his career with Southern Company in 1975 as a helper mechanic at Plant Jack Watson in Gulfport, Miss. He worked in various positions in power generation, legislative affairs, regulatory affairs, and district management at Mississippi Power. In 1993, he moved to Georgia Power as manager of the Metro North region before being promoted to the general manager’s position in transmission.

Bates is involved in numerous civic and professional organizations. He is a board member of the Atlanta Chapter of the America Red Cross. He is also a board member of the Atlanta Regional Commission, serves on its executive board and chairs the Communications Committee.

Bates graduated from the University of Southern Mississippi with a bachelor`s and master’s degree in business administration. He has also completed Harvard University`s Program for Management Development.

Bates resides in Roswell, Ga., with his wife and two daughters.