Subscribe
Share
Share
Embed
Killer Quote: "One of the most impactful things I heard from BASF CEO Michael Heinz on your show was his advice to 'always take a job that you're able to grow into.' It's a principle I've carried with me throughout my career."
Welcome to The Chemical Show™, where chemicals mean business. If you're looking for insights from business leaders of mid-market to Fortune 50 companies, this is the place to be.
Featuring interviews with industry executives, you’ll hear about the key trends impacting chemicals and plastics today: growth, sustainability, innovation, business transformation, digitalization, supply chain, talent, strategic marketing, customer experience and much more.
Episodes are published every Tuesday.
Host Victoria Meyer gained her industry experience at leading companies, including Shell, LyondellBasell and Clariant. Before taking those insights and experiences to launch a strategy & marketing consultancy, Progressio Global, and The Chemical Show podcast. Victoria brings a informed and engaging perspective, making this podcast not just about the chemical business, but about people, leadership, business challenges and opportunities, and so much more.
The Chemical Show brings you the latest insights into trillion-dollar chemical industry. You will hear from leading industry executives as they discuss their companies, business, markets, and leadership. You’ll learn how chemical, specialty chemical, petrochemical, material science and plastics companies are making an impact, responding to the changing business environment, and discussing best practices and approaches you can apply in your business.
This podcast is a must-listen for executives and business leader everywhere, leading B2B process businesses and industries, driving strategy, harnessing customers and suppliers, and driving business innovation.
A key component of the modern
world economy, the chemical
industry delivers products and
innovations to enhance everyday life.
It is also an industry in transformation
where chemical executives and
workers are delivering growth and
industry changing advancements while
responding to pressures from investors,
regulators, and public opinion.
Discover how leading companies
are approaching these challenges
here on the chemical show.
Join Victoria Meyer, president
of Progressio Global and
host of the chemical show.
As she speaks with executives across the
industry and learns how they are leading
their companies to grow, transform, and
push industry boundaries on all frontiers.
Here's your host, Victoria Meyer.
victoria_1_10-17-2024_101044:
Hi, this is Victoria Meyer.
Welcome back to the chemical show
where chemicals means business.
Today, I am speaking with Alina
Green from the WICA group.
She's a market segment specialist, and
she helps clients and companies across
the industry optimize their processes
and implement strategies to achieve their
business plans and doing it in a way.
And in fact, this is an interesting angle
from what we often talk about bringing in.
Automation instrumentation, and really
tying it into the core operations of
chemical companies and energy companies.
So that's a little bit of what we're
going to be talking about today.
Really hope you enjoyed
this conversation, Alina.
Welcome to the chemical show.
alina-green-_1_10-17-2024_101043:
Thank you.
Thank you, Victoria.
I'm a big fan of your show, so
I'm really excited to be here.
victoria_1_10-17-2024_101044: Thank you.
Glad to hear that.
Well, let's just start
with your origin story.
What, how did you get interested
in engineering and then
instrumentation and valves and
ultimately energy and chemicals?
You've had quite a lot of experience
and, and really technical in
market related experience.
alina-green-_1_10-17-2024_101043: I
think with that, I'll have to start,
uh, earlier in, uh, in, in my life.
I grew up in, uh, in Romania
in post communist Romania.
And that's, uh, that's
where I went to school.
I, grew up in, uh, as an only child,
uh, in, uh, uh, a family where
both my parents were agricultural
engineers, we had a little bit of land.
And, uh, and, uh, I spend most of
my summers, helping out at the farm
because we used to go to a farmer's
market quite a bit, and you're going to
ask, why is this relevant to, to what
we're talking about, but, uh, I'm, I'm
getting there, so that kind of helped
me, you know, it did two things for me.
Uh, one, uh, I was actually pretty
good when, uh, during COVID when
everybody was, uh, starting their
own, vegetable gardens, I actually got
the envy of my friends and neighbors.
I was pretty good at that, but also
kind of helped me be comfortable with,
uh, with tough environments, you know,
working outside and, and, and just be
able to, to do things with my hands.
My, my parents also put
a big focus on schooling.
So, so schooling was, was important.
Uh, there was absolutely no way
I wasn't going to go to college.
But kind of going to the, the second
thing that did, uh, that, that did for
me when, um, after I graduated from,
from chemical engineering, um, I got
an opportunity with Schlumberger, to
work in a field, to work on oil rigs.
Which is one of those things that you
think about, Oh, it's kind of cool.
But when you're there, it's cold
and it's wet and you're outside
for 12 hour shifts and, and
victoria_1_10-17-2024_101044: you're
kind of a little bit isolated.
Yeah.
alina-green-_1_10-17-2024_101043: Yep.
That wasn't a challenge
that I was afraid of.
Right.
I thought I could do it.
And, uh, you know, it provided me with
the opportunity to travel and meet
people from, from all over the world.
And that kind of, uh, for me in a way
of being able to take challenges, um,
you know, you had in your show, a
few weeks ago, you had the BASF,
uh, um, uh, CEO in, in your show.
And he said something that it, it
stuck with me and I really liked that.
And I think that's what
I, I apply in my career.
Um, always take a job that,
that you're able to grow into.
And I've, I've done that with
every role that I've, that I've
taken throughout my career.
so worked in the field for a couple
of years, then moved to Houston.
Uh, worked in the lab, I, uh, was the lab
manager, I did some project management
before, before moving to, to WICA in, uh,
in the instrumentation manufacturing work.
So everything was, was, uh, kind
of a, hey, there's a new challenge.
Can I do it?
Hmm.
I'm not sure.
Let's try.
I
victoria_1_10-17-2024_101044: love that.
And I think that's right.
And, um, by the way, I
grew up on a farm myself.
So, um, I understand how that ties into,
you know, not being afraid of hard work.
It, Kind of gives you this whole
mechanical sense, which ties
very well into engineering.
And then there's a whole lot
to be said with seeing the
fruits of your labors, right?
Which also, um, I think links very well
to engineering and to what you do today.
So, um, that's really cool.
When did you move from Romania to the U S
alina-green-_1_10-17-2024_101043: Um,
2012, um, yeah, so it was an intercompany
transfer, here in, in Houston.
victoria_1_10-17-2024_101044: awesome.
That's really cool.
So tell us a little bit
about, uh, the WICA group.
People may not be fully familiar.
alina-green-_1_10-17-2024_101043: So WICA
has been in business for over 75 years.
Uh, it's still a family owned
company, a third generation.
The current owners, his, uh, his
grandfather started, uh, the,
um, company, as a gauge company.
So he was, uh, he put together
a company that they were very
good at, selecting different
materials and welding techniques.
Um, so that's kind of how.
Um, how the company grew,
it's a German company.
It was founded in the West of Germany,
where, uh, where that, that after World
War II, that, offered a, a prosper
environment for, for growing a business.
The company was handed over to the
original owner's son, which, uh, actually
lost his life in a tragic accident.
I don't know that the exact details
to, to share, but he was, he
was shot by one of his friends.
And his wife, uh, was, uh, was left with
the business in an environment where, like
you and I were male dominated environment.
And she absolutely, um, exploded growing
the business, internationally, um, and,
uh, and open, uh, several subsidiaries,
Wyca still has, uh, and she was also
very focused on, employees well being.
She started a scholarship and Wyca still
has a, um, uh, Ursula vegan scholarship.
Fund that, that, the employees can
tap into for their, their dependents.
victoria_1_10-17-2024_101044: That's nice.
That's nice.
So.
So I know a big part of your role, um,
at Weika is identifying market trends
and opportunities, and helping connect
what Weika can do with what customers
can do and, and driving direction there.
What are the key industry
trends influencing your business
and your customers today?
alina-green-_1_10-17-2024_101043: My
main focus is on the downstream market.
Um, there are several, of my colleagues
that focus on, uh, on other markets,
uh, the way that WICA has been, been
funded, as an instrumentation company.
We have some traditional markets that we
know we're strong in, uh, we're strong
in, in industrial gases, instrumentation
for industrial gases, power generation.
Um, downstream market or upstream oil
and gas, things like water wastewater.
So we know what markets we can
serve, and we stay close to, to our
customers and, and, and partners.
So that, basically helps us as a
company know which products that,
that we should be developing, which
products we should be focusing on.
What are some of the gaps in our portfolio
that we should be probably investing
some, some, the R and D, in a nutshell.
We know what we're good at and we try
to stay there and grow in those fields.
victoria_1_10-17-2024_101044:
Yeah, that makes sense.
And, and certainly I think you guys
must be tied very closely really with
this whole trend around digitization,
digital transformation, certainly
of manufacturing and operations,
the industrial internet of things.
Can you talk about that at all?
alina-green-_1_10-17-2024_101043:
It kind of ties in with what, what
I was, previously, uh, discussing.
So we have the traditional markets,
but then from those markets, you know,
if you know your downstream markets.
You know that there's trends that there's,
there's focuses on, on decarbonization,
from a perspective of carbon capture
from hydrogen, you know, what are some
of those applications that we could
be supporting as a, as a manufacturer?
What are some of the challenges
that, um, that we can help overcome?
And that's kind of where, where, where
we're going with our strategy when
it comes to, um, to the new trends.
victoria_1_10-17-2024_101044: Okay.
So continuing to kind of expand
and go deeper, with these
markets and opportunities.
alina-green-_1_10-17-2024_101043: Exactly.
Exactly.
victoria_1_10-17-2024_101044:
you talk about any examples?
I mean, I know you work closely with your
business partners and your customers.
Do you have an example where you've
really been able to help, um, create
a transformation with the company
as it relates to being able to
respond to some of these trends like
digitization and decarbonization?
alina-green-_1_10-17-2024_101043: Um,
yeah, actually I did a, a, um, uh,
paper, a joint paper with Chevron
with, the Pascagoula refinery
on, uh, a solution that they've
implemented in, in their, amine unit.
So, uh, basically what they were
looking for was to optimize their unit.
The way that, um, amine units work in
a, in a refinery, they're utilized to
clean acid gases, to capture CO2, capture
H2S from, uh, from the off gases.
So it's not really one of
those units that produce.
for the refinery.
victoria_1_10-17-2024_101044: But it,
but it keeps the refinery operating.
alina-green-_1_10-17-2024_101043:
exactly, but, but because it doesn't,
it's not linked directly to a revenue,
they tend to be kind of put to the
side, um, when it comes to investments.
Um, we did work so, so the way that,
that this started, uh, we had a young
engineer, younger engineer that, um,
was interested in, , doing an energy
efficiency project on, uh, on this unit.
Um, so the, the way this unit, uh,
operates, the amine circulates and,
and picks up the, the gases, and then
it's being regenerated in a separate
unit that, that regenerator uses.
steam to clean up the gases and
then it keeps circulating the amine.
So, you know, long story short, not
to go too deep into the process, they
were able to optimize the way that the
amine was, was circulated by having.
More, temperature
visibility in, in the unit.
Uh, this is a exothermic
reaction, so it generates heat.
They can see exactly where that
that's taking place and they can use
that data to, to optimize how the
unit unit operates, and can really.
Um, have some significant cost
savings by not utilizing as much
steam into, into the process.
So just an example of a low
hanging fruit type of project
where, you know, the investment
is minimum, below, you know, 50K.
Long term, it could produce
significant, um, savings for the
plant and less carbon emissions.
You're generating less steam.
Um, you're not utilizing your boilers.
You're not putting CO2 into,
into the environment as, as much.
I love this one because it's so easy,
so simple, so elegant, and it could
be applied in, in other situations,
just being able to see how your
unit operates and, and, uh, use
that to optimize it basically.
victoria_1_10-17-2024_101044: Yeah.
I think it's great.
And I think, it becomes a cost savings,
energy savings, and as you point
out, really a sustainability story
being able to optimize around that.
What do you find is the key differentiator
when you are working, um, with customers
and, and finding these solutions?
What really differentiates it, what
helps you figure out how to tailor these
solutions and identify really projects,
and solutions that have, what sounds
like a pretty high return on investment
alina-green-_1_10-17-2024_101043: Well,
I think it's a, it's important to really
know your applications in your market.
It's important to understand where
are the areas that could be improved.
, I think big CapEx projects will
be there and they're great.
There's.
Big investments and they make the news.
These, these little projects
won't make the news.
But really understanding how you can
optimize your process and what are
some of the tools that are available
that are available right now, we're
not needing to develop new materials.
We're not needing to,
create new technology.
Um, you know, what can we do?
From, from, uh, a vendor operator,
relationship to optimize the process.
And for me personally, I attend so
many conferences throughout the year
because I really want to understand,
what are some of the challenges and
really understand the process very well.
victoria_1_10-17-2024_101044: makes sense.
Well, and I think, you know, and maybe
you've already touched on this, but I
think these ideas of, um, identifying
the challenges and incorporating some of
the tools, To optimize the operations to
help digitize the operational interface
is so critical, yet it often seems the
companies that are the most able to
engage are the biggest companies, right?
With the, with the deepest pockets, right?
So Chevron is a great example, but it
sounds like, um, That these solutions
are actually in, in touch for a
lot of companies of various sizes.
Cause of course we know that, you
know, something like 80 percent of the
chemical industry is a really small
to midsize companies with smaller
operations, and smaller budgets.
So, you know, I guess the question
for me is how do these companies,
utilize or access solutions such as
what you're talking about with WICA?
alina-green-_1_10-17-2024_101043: Yeah,
I think that's even easier for smaller
companies because it's such a small
budget, um, that, that, that they would
have to, allocate towards this project.
It's, it's more difficult to, to get a big
CapEx project run or passed through, the
different levels of approval than it is.
Um, hey, you know, I'm, I'm
having this, this project.
This is, this is what it's going
to do for, for my operation.
And this is the ROI.
And I think having, being able
to have that conversation,
um, at a one on one level.
If it's the process engineer reliability
or whoever's concerned in improving,
I think that that makes a big
victoria_1_10-17-2024_101044: Yeah.
Well, and I think sometimes they don't
even necessarily see the big picture.
So I think sometimes, uh, you know,
engineers in the plant, plant managers, et
cetera, are working to solve one problem.
Um, and then they see the opportunity
elsewhere, um, and a bigger picture
way, like, you know, let me solve
my energy problem, but, oh, by
the way, it also helps solve a
carbon issue, or decarbonize.
Do you see that as well?
You see this, opportunities start
in one point, but they actually,
you can help solve Customers
paint the bigger picture for that.
alina-green-_1_10-17-2024_101043: Yeah.
Yeah, absolutely.
And, and the, just like I mentioned
before, I think it's a matter
of having that relationship and
that open communication, these
projects don't happen overnight.
There's discussions, there's
ideas that get passed around.
And that's how.
These kind of projects can,
can, uh, can, can be born.
victoria_1_10-17-2024_101044:
yeah, absolutely.
So it's kind of that whole
close customer relationship and
understanding your customer's needs.
alina-green-_1_10-17-2024_101043: Exactly.
victoria_1_10-17-2024_101044: Awesome.
Um, what role do you see, sustainability
playing is that, is that a big
driver of requests, and opportunities
that you see with your customers
today and in markets, do you see
that as a growing area of focus?
alina-green-_1_10-17-2024_101043: Yes.
I think we're paying more attention
to, to, to not just as a buzzword, but
we're paying more attention to some
of the projects that we could be.
Engaging in that have those
those, um, sustainability effects.
If it's, um, you know, a product
that lasts longer, or if it's a
project that will turn into will turn
some some decarbonization benefits.
Um, I think this discussion is.
It's gaining more interest
in, into the industry.
victoria_1_10-17-2024_101044: Absolutely.
So let's talk a little
bit about, um, leadership.
So you've, you've worked
across many countries, right?
So if I think about, you know,
and countries and cultures, right.
Romania here to the U S, drilling
rigs to chemical plants, what
stands out to you in terms of.
Effective leadership or even
just leadership differences.
Anything that, that you see that
you'd say, yeah, that's really the
difference maker when I cut across
industries and companies and countries.
alina-green-_1_10-17-2024_101043:
Um, I love that question.
I think regardless of what the
role that I've had, I've tried to.
implement leadership techniques if it was
working on a, on a rig, you know, just,
just taking, taking the steps to, be self
sufficient and know where, which resources
I can, can tap into working in the lab.
Knowing which projects can improve
the work practices that we're
having, and that's kind of how the
opportunities came to me as well.
Um, I think we all need to implement
leadership in our day to day life.
And that's what.
Um, creates more opportunities for us in
our career and our day to, to day life.
victoria_1_10-17-2024_101044:
So one of the things we talked
about before we hit the record
button was just about being, um.
Yeah.
You know, the, being a woman in a very
technical business environment, when
I think about what WICA is doing with
its instrumentation, your customers,
particularly going into, well, heck oil
rigs, but then also, um, operating plants.
What have been the challenges that
you see or challenges or opportunities
or experiences maybe about being a
woman in a very technical market?
alina-green-_1_10-17-2024_101043: So, as
I mentioned, I think before you hit the
record button, um, I've been on an oil
rig where I was the only woman and, um,
You sometimes, depending on the culture,
I think you can be a torn in somebody's
back because they have to give you
separate accommodation and, and all that.
But I think it's, it's.
What you bring to the table, you
know, it's, and most of the time
you can forget you're a woman.
You're a woman.
You're, you're gonna bring certain
things to, to, to the table and, and
being authentic and being able to,
to bring your whole self to work.
With your strengths and, and weaknesses.
Um, I think it's very important
regardless of, of the, the,
the job that, that you do.
And I've had many opportunities to stand
up there and the first impression that
I get is, oh, what is she gonna say?
But then you know what
you're talking about.
And I immediately gain the respect and
that's kind of what did it, did it for me.
Moving towards to, to my life being
young is, is, is okay, but then
moving towards your life and having
children and having a family and all
that can, can come with, with the
additional set of set of challenges,
but I've kept things separated.
It's important to be
successful in your career.
I think that the CEO of PepsiCo,
she says, you cannot have it all.
It's, it's, it's impossible to have it
all, but you can have things that you
want at different stages of your life.
And you're going to give 110 percent
in your work sometimes, and you're
going to need some help at home.
And sometimes you need to put that
110 percent at home and, take a
little bit of a break at, at work.
And that's very important,
um, uh, regardless of, of,
of, uh, you know, your gender.
victoria_1_10-17-2024_101044: Yeah.
I agree with that.
I think there's different phases that
each of us fall in, um, at different
times in our life and different times in
our career that required different levels
of flexibility, different levels of, you
know, as you say, sometimes it's 110%.
Sometimes, um, that 110 percent looks
different because it's split, not just.
Uh, at the office, but it's
also split between office
and home, um, and elsewhere.
So that's, um, it's critical to know,
um, I think that aspect of bringing
your whole self to work, being
authentic and just being clear at what
your own priorities are is critical.
alina-green-_1_10-17-2024_101043:
Absolutely.
victoria_1_10-17-2024_101044: So
what's next for you and for WICA?
What should we be looking
forward to over the coming year?
alina-green-_1_10-17-2024_101043:
Well, I think we're all kind of
waiting for the results of elections.
We have a lot of projects that are on hold
now, so we know what what our strategy is.
We know what we we want
to see moving forward.
We know we're trying to, develop more
products that are fitted to to the,
uh, the The increase in digitalization
trends, from a company perspective.
So we're kind of waiting to see,
uh, what happens from, from project
perspectives, but we, we have our goals
and, and we know where, where we want to
be as a, as a company
victoria_1_10-17-2024_101044: Yeah.
I think that's, uh, I think that's right.
I think everyone's waiting over
the next month to see the outcomes
and, um, and then business
will kind of accelerate again.
Um, once we get through
the election cycle.
alina-green-_1_10-17-2024_101043:
hopefully.
Yeah.
victoria_1_10-17-2024_101044: Awesome.
Well, great.
Well, Alina, this has been
great speaking with you today.
I appreciate you joining
me on the chemical show.
alina-green-_1_10-17-2024_101043:
Thank you so much.
Thank you.
victoria_1_10-17-2024_101044: Thank you.
And thanks everyone for joining us today.
Keep listening, keep following,
keep sharing, and we will
talk with you again soon.