Dan Craita, Country Manager East Europe at SLB: Contributing to Romania’s Decarbonization Ambitions
Dan Craita, Country Manager East Europe at SLB, highlights the importance of this transformation and the strategies to reduce emissions while meeting the world’s growing energy demands, ensuring progress for people and the planet, on the journey to net zero and beyond.
In 2022, Schlumberger completed a corporate rebrand to be known as SLB. As of 2022, the company is increasing its focus on low-carbon energy technology solutions and continuing to drive innovation, decarbonization and performance for the energy industry.
Dan Craita is an experienced professional currently serving as Country Manager for East Europe at SLB, overseeing operations in multiple countries including Austria, Bulgaria, and Romania. With a career spanning over two decades, he has held various managerial roles across Europe and the Eastern Mediterranean, specializing in offshore and onshore projects. Dan holds a Master’s degree in Project Management and a Bachelor’s degree in Petroleum and Gas Processing Engineering. He has also completed numerous professional trainings, including executive education at UC Berkeley. His expertise includes managing high-volume markets, mature fields, and exploration projects, with a strong focus on improving operational efficiency and developing new business models.
Dear Dan Craita, almost two years ago, you shared with us your thoughts on the new brand and the opportunities and challenges of local content development and SLB’s impact on the community and individuals. Connecting the dots between then and now how does SLB in Romania overview look like today?
Dan Craita: Since our previous discussion, SLB has continued to strengthen its presence in Romania, emphasizing local content development and sustainability. Key milestones include increased partnerships with local suppliers and educational institutions to foster skills development. Our focus on community engagement has led to impactful CSR (Corporate Social Responsibility) initiatives, while operational excellence remains a priority, aligning with our global transformation goals.
Romania remains a crucial hub for our European operations, with our main operational base in Ploiesti. It also has a significant global impact in our operations through our Global Business Services and commercial hubs in Bucharest and the manufacturing facilities in Ploiesti and Campina.
We all know that the rebranding process involves more than updating the logo. It means realigning the company’s identity, values, and goals to resonate with its vision and transformation. Which are the most significant rebranding examples with lessons learned for SLB?
Dan Craita: Rebranding is indeed much more than a visual overhaul; it’s about redefining our identity and aligning with our strategic growth. For the past century, our mission has been to unlock energy for the benefit of all. Our collective future depends on decarbonizing the energy industry while innovating across the entire energy landscape. It’s what drives us.
A strong culture has always been the cornerstone of our success. Our culture framework evolved as part of the rebrand reflecting our values of People, Technology and Performance. We are encouraged to live our culture every day. This is promoted through various internal initiatives such as the creation of the culture lounge introduced with the new brand. The culture lounge demonstrates how brand and culture work together to bring the SLB purpose to life. Of course, the logo itself embodies the carbon budget curve and visualizes our target. To ensure our employees are fully aware of their role in achieving our goals we rolled out the sustainability roadshow across Europe last year. This series of in person events engaged all levels of the organization in discussions around our Net Zero commitment. SLB is committerd to achieving net-zero greenhouse (GHG) emissions by 2050 – aligned with science-based methodology and the 1.5 degC target of the Paris Agreement. We have established a timeline with interim targets, using 2019 as our baseline. These events were designed to ensure everyone understood our goals and their part in meeting them.
As for lessons, I could include transparency, consistent internal alignment, and long-term commitment.
Global energy talks often emphasize climate action, people, and nature. As we progress towards a net zero world, what is SLB’s approach to sustainability, and how does the company embed this concept in its activities?
SLB’s sustainability strategy is anchored on three pillars: Climate Action, People and Nature.
Through Technology Innovation we are investing in technologies such as carbon capture and storage (CCS) and other advanced energy solutions that are helping to decarbonize our customers operations, reduce operational carbon intensity, and lower methane emissions.
We strive for excellence in our operations by implementing best practices that minimize environmental impact. This involves reducing operational emissions in our facilities and in the field through things like electification, job design, and low-carbon fuel alternatives to progress on our own scope 1 and 2 emissions.
Strategies include emission reduction roadmaps, digital tracking of GHG emissions to provide visibility to decision-makers across our operations and facilities and company-wide sustainability key performance objectives.
Collaboration is key. We work closely with clients, governments and other key stakeholders to develop and implement solutions that drive the energy transition. Our partnerships are designed to foster innovation and share knowledge, ensuring that we collectively move towards a sustainable future.
We understand the role we have to play, and by embedding sustainability into our core activities, we aim to lead the energy industry towards a more sustainable and resilient future.
As a global technology company, SLB benefits from an extended expertise in engineering and digitalization. Yet, what are dedicated areas of activity and technologies on the path to sustainability?
Dan Craita: SLB is advancing New Energy through a diverse portfolio of technologies and solutions, focusing on carbon capture and storage (CCS), geothermal energy, hydrogen solutions, and the electrification of oilfield operations. Our digital innovations, such as the Delfi™ platform, empower clients with data-driven insights to enhance decision-making, improve energy efficiency, and minimize emissions across the entire value chain. Our Innovation Factori further accelerates the adoption of AI, integrating it seamlessly into customer workflows for enhanced operational performance. Additionally, SLB has developed pioneering technologies to eliminate gas flaring and reduce operational carbon intensity, including the Ora™ intelligent wireline formation testing platform and EcoShield™, a cement-free geopolymer system designed to lower environmental impact.
How does SLB see the potential of coupled technologies, for instance carbon storage and geothermal extraction in a CO2-enhanced geothermal system?
Dan Craita: SLB recognizes the transformative potential of coupled technologies like CO2-enhanced geothermal systems (CO2-EGS). This innovation combines geothermal energy extraction with carbon sequestration, offering a dual benefit of low-carbon heat and permanent CO2 storage. We are actively exploring partnerships to advance these technologies further.
Romania is among the European Union countries that have submitted their final National Energy and Climate Change Plans. Main objectives of the plan include reducing net GHG emissions by 85% by 2030 compared to 1990 levels and achieving climate neutrality by 2045, moving ahead of the previous 2050 deadline. In your view, what is/should be the key-step framework to accelerate decarbonization and innovation across the entire energy landscape and why is this transformation so important coming 2050?
Dan Craita: To accelerate decarbonization, SLB supports a multi-faceted approach that encompasses several key steps:
Policy Alignment: Collaborating with governments to establish clear regulations and incentives is crucial.
Technology Innovation: Investing in new technologies is essential to driving the energy transition. This includes advancements in Carbon Capture Utilization and Storage (CCUS), geothermal energy, and digital solutions. SLB’s Transition Technologies™ portfolio, for example, is designed to help reduce emissions across the entire oil and gas value chain.
Collaboration: Forming partnerships for knowledge sharing and scaling up solutions is vital. By working together as an industry, we can accelerate the deployment of innovative solutions.
This transformation is critical to meet climate goals and ensure energy security as we approach 2050. We are active in all the forums that required our expertise, and we hope with this collaboration all the parameters will align to achieve this transformation in Romania and beyond.
The role of AI, data, IoT, and other digital technologies in transforming the world’s energy systems is indisputable. How is SLB navigating this energy transition?
Dan Craita: Indeed, the role of AI, data, IoT and data analytics is transforming the energy industry. SLB is at the forefront of this transition, leveraging these technologies to optimize energy operations and reduce emissions.
Digital Platforms: Our digital platforms enable real-time data analysis for better asset management. These platforms integrate advanced AI capabilities, including generative AI, to enhance workflows across the energy chain.
AI-Driven Models: Our AI-driven models assist in predictive maintenance and production optimization, contributing to a more efficient energy landscape, helping reduce downtime and improve operational efficiency.
IoT and Data Analytics: The integration of IoT and data analytics allows for continuous monitoring and optimization of assets. This real-time data collection and analysis enable more informed decision-making and efficient resource management.
In September we hosted the SLB Digital Forum 2024 in Monaco. It was a week packed with insights, from global business leaders to new technology and partnership announcements. More than a thousand visitors learned how AI, data, IoT, edge, and other digital technologies will transform the world’s energy systems. I think I can summarize with the keynote from our CEO, Olivier Le Peuch, “The path ahead leads toward a higher-value, lower-carbon future, but it will require effort from each of us. Together, through the power of digital, we can navigate new frontiers and turn promise into reality.”
What leverages did SLB use on the road to meet its targets and consolidate its assets? Which are SLB’s most recent mergers and acquisitions so far?
Dan Craita: SLB has focused on strategic partnerships, technology acquisitions, and service expansion to consolidate its market position. Recent mergers and acquisitions:
#OneSubsea Joint Venture: In October 2023, SLB, Aker Solutions, and Subsea7 finalized the formation of a joint venture named OneSubsea. This collaboration integrates the subsea businesses of SLB and Aker Solutions, with Subsea7 acquiring a 10% stake. The ownership structure is as follows: SLB holds 70%, Aker Solutions 20%, and Subsea7 10%.
#Acquisition of Gyrodata Incorporated: In February 2023, SLB completed the acquisition of Gyrodata, a company specializing in gyroscopic wellbore positioning and survey technology. This acquisition enhances SLB’s well construction capabilities by integrating advanced drilling technologies aimed at improving operational performance and efficiency for clients.
#Majority Stake in Aker Carbon Capture (ACC): In March 2024, SLB agreed to acquire an 80% stake in Aker Carbon Capture Holding AS, combining its carbon capture business with ACC. This partnership is designed to accelerate the deployment of carbon capture solutions, leveraging both companies’ technological expertise to support industrial decarbonization efforts.
#Acquisition of ChampionX: In April 2024, SLB announced an all-stock deal to acquire ChampionX, valued at approximately $7.75 billion. This strategic move aims to strengthen SLB’s position in the production space by integrating ChampionX’s expertise in production chemicals and artificial lift technologies. The transaction is expected to yield annual pre-tax synergies of about $400 million within three years. The deal is anticipated to close by early 2025, pending regulatory approvals.
Analyzing the global energy market evolution, what did 2024 mean for the energy industry from SLB’s perspective and the bigger picture? Are there any major trends that we should watch for in 2025?
Dan Craita: In 2024, the energy market saw accelerated investments in CCS, hydrogen, and electrification of operations, driven by policy shifts and climate commitments. For SLB, it marked a year of digital transformation and sustainability expansion, with increased collaborations and the launch of several low-carbon technology projects. It is also the year we began capitalizing on the advantages of recent mergers and acquisitions, exemplified by new offshore projects through OneSubsea and the innovative carbon capture initiatives such as SLB Capturi, leveraging its joint venture with Aker Carbon Capture. As already mentioned, Digital will continue to be a major trend for 2025 with AI, IoT and data analytics playing crucial roles in optimising operations and enhancing sustainability.
As analysts and experts say, the global energy environment is poised for significant transformations in 2025 and beyond. What major challenges but also opportunities for advancement would be available to SLB in the near future, globally and regionally?
Dan Craita: The industry currently faces some key challenges, including navigating policy uncertainties, adapting to shifting market dynamics, and ensuring the scalability of its technologies. However, we need to look at the significant growth opportunities available such as the rise of integrated energy hubs, the increasing demand for CCS technologies, and the ongoing digital transformation of the energy sector.
Regionally, Romania’s goal to double its gas production by 2027, driven by the anticipated development of deep-sea gas reserves in the Black Sea. This presents a promising avenue SLB is actively evaluating. Additionally, Romania’s ambitious climate targets solidify its position as a strategic market for clean energy technologies and collaborative decarbonization efforts.
SLB is well positioned to support Romania in these goals through our expertise in advanced technologies and digital innovations. By leveraging the technologies mentioned above, SLB can optimise energy operations, enhance efficiency, and help contribute to the country’s decarbonization ambitions.
