Last month we sat down with Sandra Antonovic, Chief Operating Officer at Reflex Marine Ltd, a company that designs, manufactures and markets offshore personnel transfer carriers. Sandra is responsible for global commercial development and strategic business positioning; as well as leading on the opening of new markets and improving company’s revenue cycle with long-term focus. Sandra’s operational expertise focuses on business transition, diversification and strategic growth through lean, highly adaptable, flexible organizational structure.
Business Scotland: You have over 25 years of experience working for multinational companies across a range of industries, from fast moving consumer goods to digital media; and you have been in the offshore energy industry for almost 10 years now. What was the deciding factor for you to move to energy offshore industry?
Sandra Antonovic: It was a combination of factors but I think challenge was the deciding one. I was hired when the company was going through a difficult time that was triggered by a global oil price crisis. I asked myself “Can I turn this thing around and make it work” and that created a very positive trigger in my mind.
If you are focused on understanding the problem and the context around it – how was the problem created and why; if you are focused on solving the problem and if you find difficulties on the road stimulating rather than discouraging, I don’t think it matters what industry you are in.
Business Scotland: You have a corporate finance background, yet at Reflex Marine your focus is on global commercial development and strategic business positioning.
Sandra Antonovic: Having a corporate finance background helped me in many ways; particularly in understanding market shifts, geopolitical context and the impact of currency fluctuations. It was also invaluable in pricing strategy, growth forecasts, interpreting trends and understanding the long term potential, rather than getting trapped in daily (financial) noise.
Business Scotland: You mentioned geopolitical context. How do you see the importance of understanding macroeconomic factors in market development and crisis management?
Sandra Antonovic: We live in a volatile world, and most industries are quite volatile. The offshore industry particularly so. You have to do your homework, you have to understand what things, other than simple supply and demand, may impact or are impacting the global market. You also need to understand regional and sub-regional particularities.
When you are trying to maneouvre your way in a distressed market the most important thing is not to rush; but you also need to act quickly. Time is, more often than not, of essence. It sounds like a paradox, but it really isn’t.
Macroeconomics is like a wide lens camera. It is invaluable in understanding that everything is connected, and that the global market is very fluid between regions. You can’t just look at one country or one area, without looking at the global outline.
Business Scotland: You helped develop a particular market approach that Reflex Marine is practicing. Please tell us a bit more about that.
Sandra Antonovic: The narrative became very important – the context – why did something happen, how did it happen, what caused it and so on.
We focused more on market research, on understanding our weaknesses and on working hard to mitigate the risks they could have created. We became very bold in our thinking; and it helped with the general attitude and team’s confidence.
Our increased, more structured and more layered knowledge on the market conditions and on our own capabilities helped put things in perspective and kept us focused. Compared to where we were ten years ago, the dynamic in the company changed a lot, became more positive, more focused on hard work, and more forward thinking.
Business Scotland: Last year you won ExxonMobil’s LNG Power Play Pioneer Award?
Sandra Antonovic: Yes I did, it was a great honour to be one of the winners in their 3rd Annual Power Play Awards. ExxonMobil LNG established awards programme focused not only on the accomplishments of exemplary individuals in the LNG value chain, but also on the resilience these professionals have shown. With the objective to highlight those in the industry, the Power Play Awards are redefining the importance of recognition, support and empowerment, especially for newcomers and players from small and medium companies. The 2021 Power Play Awards programme was divided into four categories: The Rising Star, The Ambassador, The Pioneer, and The Conqueror. The category in which I have won, The Pioneer was awarded for outstanding business results or innovation and technology leadership. I was incredibly grateful to everyone who supported me through this process, as this award wouldn’t have been possible without the work of the entire Reflex Marine team; and particularly the amazing group of women we have in the company.
