Danny Smedley

Danny Smedley is Managing Director and Senior Vice President at Priority Power, where he plays a key role in driving strategic growth, business development, and client engagement across competitive energy markets. With more than three decades of experience in the energy industry, Danny brings deep expertise in electricity procurement, energy structuring, deregulated market strategy, and renewable energy solutions.

Since joining Priority Power in 2019, Danny has helped expand the company’s presence in key markets while advising commercial and industrial clients on sophisticated energy strategies designed to mitigate risk, optimize power procurement, and navigate the evolving energy landscape. His work focuses heavily on the Electric Reliability Council of Texas (ERCOT) market and other deregulated regions, where he helps organizations develop long-term energy strategies that align operational needs with market opportunities.

Danny specializes in power deal origination, renewable energy procurement, demand response management, and complex energy contracting structures. He works closely with clients to evaluate market conditions, structure competitive procurement strategies, manage energy portfolios, and negotiate power purchase agreements that balance price certainty with long-term flexibility.

Prior to joining Priority Power, Danny spent nearly 38 years with TXU Energy, where he held multiple leadership roles serving large commercial and industrial customers across ERCOT. During his tenure, he became widely recognized as a subject matter expert in electricity and natural gas markets and helped develop innovative products and services designed to meet the evolving needs of sophisticated energy buyers.

Danny’s experience spans the full energy value chain, including regulated and deregulated power markets, generation forecasting, asset valuation, transmission congestion analysis, and commercial energy operations. His strategic perspective and long-standing industry relationships have helped organizations successfully navigate market volatility while positioning themselves to capitalize on emerging opportunities in the evolving U.S. energy market.