Ashley Froman, Business Development, ProPetro Services, is a graduate of the Energy Workforce Executive Leadership Program. She recently shared her insights on the energy services and technology sector.
ENERGY WORKFORCE: What is your role with the company? What are your core responsibilities? What does a typical day look like?
ASHLEY FROMAN: My role is to help grow market share and keep ProPetro as a preferred pressure pumping company of the Permian Basin. I manage existing accounts and acquire new business. I’m often meeting with our internal engineering and ops teams to ensure we are meeting and exceeding customer expectations. A typical day starts with a morning operations call to review the previous 24 hours. By lunch, I will have had at least one other customer KPI meeting, where we discuss performance metrics, areas for improvement, and wins. If I don’t have customer lunch scheduled, I most likely have office visits in the afternoon to either meet with existing or potential customers. Some days I may set up a customer visit to our main operations facility and shop tour.
ENERGY WORKFORCE: Why did you join the energy industry? Was there an individual who influenced your decision?
AF: As a PR specialist in the aerospace industry, I wanted to learn more about an industry that directly affected my day to day, so I looked into oil and gas PR opportunities. I broke out in the industry with Transocean, on their communications/PR team two years after Macondo happened, during litigations. It was an interesting position to be in, working the public perception lens during an environmental catastrophe. While it was a horrible event, working on that team has instilled the foundation of safety that’s continually at the forefront of what I do.
EW: What individual has been most instrumental in helping with your career? What did their mentorship look like and how did it guide your path?
AF: I wouldn’t say it was a single person, as much as it was solid advice from a handful of individuals. Before I moved from the NOV Marketing team in Houston to the NOV field sales in Odessa, an NOV female leader in Houston told me, “West Texas isn’t for everyone. It is a tough market to break into, as an outsider and as a woman. Have thick skin, don’t take the ‘No’s’ personally, and get used to windshield time.” I often revisited these words of wisdom my first few years here which were challenging but rewarding and led to me staying in Midland and starting my family.
EW: What has surprised you most about the industry?
AF: I would say the people. Having worked in other industries, I don’t think there is anything like the oil and gas community. As large as it is, it feels small when you get to know people. I always say you’re one person removed from knowing everyone in this industry. Such a fun, like-minded, supportive community to work in.
EW: How has your involvement in Energy Workforce supported your career goals?
AF: Through the leadership development program, EWTC has challenged the way I view leadership and made me really think about the different skills of not only good managers but great ones. I continue to use the skills and frameworks in my day-to-day activities to help further develop my leadership skills.
EW: What role do you believe you will play in the industry’s future?
AF: I hope to encourage more women to get into the oil and gas industry and not be afraid to lean into leadership positions and know their worth, in a male-dominated industry.
EW: How has your involvement in Energy Workforce supported your career goals?
AF: EWTC’s executive leadership development program has unlocked a new perspective on how I approach my day-to-day, and self-evaluate growth and opportunities for improvement. Super valuable.
EW: Who are one or two individuals you’ve met while working in the industry who have impacted your thinking?
AF: The mentor I was assigned during this program has been essential in how I developed throughout the latter part of this year. He has challenged me as an outsider, not knowing much of my background besides what’s on paper. He has encouraged me to get out of my comfort zone and dive into areas that would make me a well-rounded leader.
EW: What’s a technology or innovation you’ve seen in the sector that impressed you?
AF: We rolled out our first electric frac fleet this year, and everything about it is impressive. It’s neat to see something go from concept to reality, and it is so quiet!
EW: What advice would you give someone just getting started in the energy industry?
AF: Don’t be shy, meet as many people as you can and be a sponge everywhere you go; ask questions and take notes. This is a very cyclical industry, and you always want to quantify yourself at your company.
EW: What do you wish other people knew about oil and gas?
AF: How this industry affects literally everything, and not just the obvious. Daily medications, cosmetics, glasses, clothing, etc. So when people say they don’t support fossil fuels, I don’t think they truly understand what it is that we do, and how their daily privileges are derived from petroleum.
EW: What do you do for fun?
AF: My father has taken me fishing ever since I was younger and it’s one of my favorite pastimes (when we are actually able to get away from the WTX desert and near water). Days we can’t get out of town, I enjoy going clay shooting with my husband
EW: What’s your idea of a perfect vacation?
AF: On a beach somewhere with my husband, two boys, three dogs, no service and unlimited food.
EW: What’s a fun fact that people would never guess about you?
AF: I went to Syracuse with Drew Taggart from the Chainsmokers.
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