As Elementz continues to build the blue digital ecosystem, product leadership plays a critical role in shaping how innovation translates into operational value.
We sat down with Joanna Petrie, Product Manager – Linear & Ecosystem, to talk about her journey from front-line customer support to product management, her passion for user-centred design, and how she sees Integrity Elementz evolving into a more intelligent, connected platform over the next five years.
Can you describe your background and how it led you to a career in user experience and product management?
I started my career in customer support within B2B software in the energy sector, working closely with engineers using our tools in offshore projects. Being on the front line gave me a great understanding of the day-to-day challenges users face, and I quickly became interested in how the product itself could be improved.
That curiosity led me into UX. I wanted to better understand user behaviour, design clearer workflows, and reduce friction in complex systems. Over time, I found myself increasingly involved in shaping features, prioritising improvements, and working closely with engineering and commercial teams, which naturally led me into product management.
For me, the move into product was based on a gradual progression. I’ve always been motivated by solving problems for users, and product management allows me to do that at a broader, more strategic level.
What excites you most about joining the Elementz team?
I’m really excited to join Elementz because it feels like coming back to work with people I already respect and enjoy collaborating with. Having worked together before, there’s a level of trust and shared understanding that makes building something new even more motivating. I’m looking forward to contributing to a team I know is both capable and genuinely supportive.
What is the piece of advice you’d give to someone looking to start their career today?
Stay curious and try to work close to real problems and real customers early on. That experience teaches you more than any title ever will. Focus on learning, doing solid work, and building good relationships, the rest tends to fall into place.
How do you see the Integrity Elementz product and the blue digital ecosystem evolving in the next five years?
I see the Integrity Elementz product and the broader blue digital ecosystem becoming more intelligent, connected, and value-driven over the next five years.
In practical terms, that means moving from tools that report and visualise data to platforms that predict, optimise, and automate how operators manage subsea and linear assets. AI and machine learning will play a growing role not just as features, but as a way of turning operational data into insights that save time, reduce risk, and drive better decision making.
At the same time, I expect the ecosystem to grow beyond single products into a modular platform that supports a wider set of partners, plugins, and use cases. That’s where something like Tide Breaker becomes really powerful by enabling both internal innovation and external contributors to build on top of the core system.
Across all of that, the focus will stay on multi-sector value – helping energy, renewables, telecoms, and defence users tackle complex integrity challenges with fewer tools, clearer insights, and more predictable outcomes.
Who is Joanna outside of work?
Outside of work, I love staying active, going on long walks, and exploring new places. I enjoy trying different foods, volunteering, and always learning something new. I like staying connected with my community and finding little ways to challenge myself and grow, whether that’s through a new experience, a hobby, or just seeing things from a different perspective.
If you could swap jobs with anyone in the world for a day, who would it be?
Honestly, I don’t have one specific person in mind, but I’d love to step into the shoes of someone solving complex problems in a completely different industry, just to see how they approach decisions and pressure. I think you learn a lot by seeing how other worlds operate.
Interested in Joining the Team?
If you’re ready to be part of a team building the next generation of subsea digital capability, we’d love to hear from you. Contact us today.
