Roxar ASA, a technology solutions provider to the upstream oil and gas industry, declares that Serena Arif is to become the company’s new Regional Manager, Europe and Africa for its Flow Measurement Division.

Serena’s brief will be to spearhead Roxar’s continued growth in Europe and Africa in both sales and services, strengthen existing customer relationships, and increase the market penetration and profile for Roxar’s industry leading topside and subsea flow measurement solutions and downhole instrumentation. In her new role, Serena will be based in Roxar’s Aberdeen office.

Serena comes to Roxar with extensive experience in the oil & gas industry. Prior to joining Roxar, Serena was co-founder and Business Development Manager at PolyOil, a UK based company supplying polymer-based products to the completions, drilling & subsea markets in the oil and gas sector. At PolyOil, Serena’s main responsibilities were in sales, marketing, finance and quality control. Roxar acquired 100% of PolyOil’s shares in May 2008.

Said Terje Svendsen, Managing Director of Roxar Flow Measurement, “Serena is joining us at an exciting time in both Europe and Africa. Current predictions, for example, are that 40% of the world’s spending on deepwater operations is destined for West Africa.”

He continues, “Roxar’s flow measurement solutions provide operators with the critical reservoir information they need to minimize risk and maximize reservoir performance and profits. Serena’s wealth of management and subsea industry experience will be a great asset to us, as we continue to expand our presence in both the European and African markets and remain as close and responsive as possible to our existing customers.”

Serena Arif continues, “Roxar has always had a reputation in the marketplace for its ‘can do’ attitude, its service responsiveness and its ability to innovate. I look forward to leveraging my experience from PolyOil and growing Roxar’s European and African business.”

Before founding Polymer, Serena was a Production Engineer in the Plastics Industry where she was responsible for setting up production lines for a manufacturer supplying to the automotive industry. Serena gained a degree in Applied Polymer Chemistry at Napier University in Edinburgh.

Roxar’s flow measurement division consists of an extensive downhole, topside and subsea product range. Today, Roxar is the oil and gas industry’s largest provider of subsea instrumentation.

Roxar creates value for its customers through its Reservoir Interpretation, Reservoir Modeling, Reservoir Simulation, Well and Completion, Production and Process Solutions and Consultancy Services.

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