Interview with Emma Wood, Marketing Manager

21 May 2024

Can you tell us a bit about your background and how you came to join the company?

“My background is in marketing and communications, with over a decade of experience in the field. My journey began with a degree in Communication and Media Studies, which led to my first role at a local marketing agency. There, I applied my academic knowledge and honed my skills in strategic planning, brand development and digital marketing.

“Six years later, a Marketing Coordinator position arose at Deep Casing Tools. Oil and gas was a sector I hadn’t experienced previously, I was keen to develop my skills in this industry.”

What attracted you to Deep Casing Tools specifically?

“The challenge of working in a new sector was highly appealing to me. Prior to the interview process, I researched Deep Casing Tools and discovered its strong reputation for innovation and excellence in the oil and gas industry. Their commitment to improving operational efficiency and reducing environmental impact through the development of technologies was clear and I was keen to gain a better understanding of how they were achieving this successfully.”

What are your main priorities as you step into the role of Marketing Manager?

“My primary focus is on expanding our market reach and enhancing brand awareness. This involves developing and executing a comprehensive marketing strategy that highlights our unique value propositions and showcases our innovative products across the well life cycle. I aim to strengthen our digital presence and engage more effectively with our clients and partners through various channels. Another key priority is to work closely with the sales and product development teams to ensure our marketing efforts are aligned with overall business objectives and customer needs.  

Additionally, an exciting development that will significantly bolster our efforts is the recent acquisition of Deep Casing Tools by Drilling Tools International. By integrating marketing efforts from both Drilling Tools International and Deep Casing Tools, we can present an enhanced product line, further establishing the companies as industry leaders.

Can you share some of the strategies you plan to implement to achieve these goals?

“One of the core strategies is to leverage digital marketing tools to increase our visibility and engagement. This includes optimising our website, enhancing our LinkedIn presence, and utilising data analytics to tailor campaigns more effectively. We’ll also focus on content marketing by creating valuable, informative content that addresses the pain points and interests of our target audience. Additionally, I plan to include more interactive and personalised marketing efforts into ongoing campaigns, such as webinars and LinkedIn live demonstrations to build stronger relationships with our clients.”

What do you see as the biggest challenges in the oil and gas marketing landscape, and how do you plan to address them?

“The oil and gas industry is undergoing significant transformations, particularly with the growing emphasis on sustainability and technological advancements. One of the biggest challenges is balancing the promotion of our innovative technologies with the need for more sustainable solutions. To address this, we will focus on clear and transparent communication about the benefits and impact our technologies have on global operations, saving operators time, money and emissions across projects. Additionally, remaining aware and responsive to market changes and customer feedback is important. We’ll continuously analyse market trends and adjust our strategies to ensure we meet the evolving needs of our clients within the industry.”

Finally, what excites you most about the future of Deep Casing Tools?

“I’m excited for the continual growth and innovation of Deep Casing Tools. The company is at the forefront of developing technologies that not only enhance operational efficiency but also contribute to a more sustainable future for the oil and gas industry.”