IT BEGINS WITH STANDARDS
Who We Are
Founded in 2014, Standard Directional Services is a technology-driven directional drilling company delivering innovative downhole solutions, advanced Measurement While Drilling (MWD) systems, Rotary Steerable System (RSS) services, and high-performance directional drilling operations across North America and international markets.
Our organization integrates advanced engineering, proprietary MWD technologies, RSS capabilities, and disciplined operational execution to support complex drilling programs in technically demanding environments worldwide. We provide premium, performance-driven directional solutions comparable to leading industry providers, combining precision wellbore placement, real-time data acquisition, and optimized drilling dynamics to maximize efficiency and reduce non-productive time.
Through continuous research and development, Standard designs and deploys robust, high-reliability downhole systems engineered for harsh operating conditions. Our focus on innovation, system redundancy, telemetry performance, and tool reliability enables operators to achieve superior drilling accuracy and consistent performance across vertical, horizontal, and extended-reach wells.
Standard Directional Services is recognized as a top-tier, service-oriented provider built on strong core values of integrity, accountability, safety, and technical excellence. Our reputation is founded on consistent operational performance, strict quality standards, and long-term partnerships with operators who demand precision, reliability, and advanced technology on a global scale.
Core Values
At Standard Directional Services, our core values guide every aspect of our operations, engineering, and client engagement. We are committed to delivering comprehensive drilling solutions with accountability, integrity, operational efficiency, and economic discipline across all sectors of the drilling industry.
We believe that technical excellence must be matched by ethical leadership and measurable performance. Our team operates with full transparency, disciplined process control, and the flexibility required to adapt to complex and evolving drilling environments. Through continuous improvement, data-driven decision-making, and a strong culture of responsibility, we consistently deliver reliable, high-performance results for our clients.
Our foundation is built on trust, precision, safety, and a commitment to advancing drilling performance through innovation and operational excellence
Our Vision
To be a best-in-class, globally competitive directional drilling service provider recognized for technical excellence, operational discipline, and innovation.
We strive to be the preferred partner for operators worldwide by safely delivering economically optimized, high-performance directional drilling solutions in the most technically demanding and challenging drilling environments.
PRACTICAL - PROFESSIONAL - TRUSTED
MEET THE TEAM
Desmond Anderson - President CEO
Founder & President
Standard Directional Services
Desmond Anderson is the Founder and President of Standard Directional Services, established in 2014. Based in Houston, Texas, Mr. Anderson brings more than 35 years of global petroleum industry experience, with over 25 years dedicated specifically to Measurement While Drilling (MWD) and directional drilling operations.
Beginning his career on drilling rigs, Mr. Anderson progressed through field operations, technical leadership, and executive management roles. His hands-on foundation, combined with advanced operational oversight, has shaped Standard Directional Services into a technology-driven directional drilling company focused on performance, reliability, and innovation.
Throughout his career, Mr. Anderson has successfully managed multi-rig operations and engineering teams across North America and international markets. He has held senior operational roles with major service providers, including Precision Drilling, Axis Energy, and Nabors Drilling, where he led high-performance drilling programs in technically demanding environments.
As an inventor and multiple patent holder of proprietary MWD technologies, Mr. Anderson actively oversees the engineering and development division at Standard Directional. Under his leadership, the company designs and deploys robust, high-speed MWD systems engineered for reliability, accuracy, and operational efficiency.
Mr. Anderson’s global experience in technical training, team leadership, and operational strategy has positioned Standard Directional Services as a trusted, innovation-focused partner to operators worldwide.
Geoff Rollins - Chief Operating Officer COO
Chief Operating Officer
Standard Directional Services
Geoff Rollins serves as Chief Operating Officer of Standard Directional Services, where he provides executive oversight of Operations, Engineering & Manufacturing, Information Technology, and Legal functions. In this role, Mr. Rollins is responsible for operational execution, manufacturing performance, quality control, risk management, and strategic growth initiatives across domestic and international markets.
Mr. Rollins is a seasoned oil and gas professional with extensive experience in the directional drilling industry. He brings a diverse background spanning drilling operations, engineering leadership, capital and operating budget management, and business development. Throughout his career, he has consistently delivered measurable performance improvements, enhanced operational efficiency, and strengthened client partnerships in highly competitive drilling environments.
In addition to his operational expertise, Mr. Rollins has significant commercial and sales experience. He has led business development initiatives, negotiated service contracts, expanded regional market share, and cultivated long-term operator relationships. His ability to align technical execution with commercial strategy has been instrumental in driving revenue growth and building sustainable client portfolios.
Prior to joining Standard Directional Services, Mr. Rollins held several senior management positions at D&R Directional Services, where he spent more than a decade developing field operations, managing multi-rig programs, and contributing to strategic expansion initiatives. His tenure included oversight of field performance metrics, personnel development, and cross-functional coordination between engineering, operations, and sales divisions.
At Standard Directional Services, Mr. Rollins plays a key role in advancing operational excellence while supporting the company’s technology-driven growth strategy. His leadership ensures that engineering innovation, manufacturing precision, and commercial execution are aligned to deliver reliable, high-performance directional drilling solutions.
Rob Stewart - VP Operations
Vice President of Operations
Standard Directional Services
With more than 35 years of leadership experience in the oil and gas industry, Rob Stewart serves as Vice President of Operations at Standard Directional Services, where he is responsible for delivering high-performance directional drilling services to operators across Canada and international markets. He provides executive oversight of field operations, operational planning, HSE compliance, asset management, and performance optimization across multi-rig programs.
Mr. Stewart brings extensive technical expertise in directional drilling, wellbore placement, bottom hole assembly (BHA) optimization, torque and drag modeling, and real-time drilling performance analysis. His experience spans complex well profiles, including horizontal, extended-reach, and multi-lateral wells in technically demanding environments. He has led large field teams, coordinated engineering support functions, and ensured precise well trajectory execution in accordance with operator specifications and regulatory requirements.
Prior to joining Standard Directional Services, Mr. Stewart served for 16 years as Vice President of Operations at D&R Directional Services. In that role, he developed and implemented structured safety management systems and measurable HSE performance targets, achieving continuous improvement in incident reduction and operational reliability. He also directed asset lifecycle management programs, fleet utilization strategies, and operational excellence initiatives designed to enhance tool performance, reduce non-productive time (NPT), and improve overall drilling efficiency.
Mr. Stewart began his directional drilling career with Schlumberger, where he spent 10 years in progressively senior field and office-based roles. His hands-on experience as a Directional Driller and subsequent leadership as Directional Drilling Manager provided him with a comprehensive understanding of drilling mechanics, well trajectory control, motor performance optimization, and client interface management. Under his leadership, teams consistently achieved high standards of technical execution and operational performance.
Throughout his career, Mr. Stewart has been instrumental in driving strategic growth, strengthening operational systems, and delivering innovative, data-driven solutions to clients. His leadership philosophy emphasizes safety, technical precision, accountability, and continuous improvement—ensuring consistent, best-in-class performance in competitive and high-risk drilling environments.
Salvador Berberov - Chief Technology Officer (CTO)
Chief Technology Officer (CTO)
Standard Directional Services
Salvador serves as Chief Technology Officer (CTO) of Standard Directional Services, where he leads the company’s global technology strategy, advanced engineering development, and innovation initiatives. With more than 30 years of experience in electronics engineering, electrical systems design, and embedded software development, Salvador is a recognized authority in high-performance Measurement While Drilling (MWD) system architecture and downhole telemetry technologies.
His technical foundation spans complex electronic system design, firmware development, signal integrity engineering, sensor integration, and high-reliability hardware architecture for harsh downhole environments. Throughout his career, Salvador has held senior technical roles with leading industry organizations, including GE Downhole Tools, Precision Directional Drilling, Axis Energy, and now Standard Directional Services. His contributions have consistently advanced MWD reliability, telemetry efficiency, power optimization, and survivability in high-temperature, high-shock, and high-vibration drilling conditions.
As CTO, Salvador directs Standard Directional’s Research & Development and Technology divisions, overseeing system architecture, product lifecycle engineering, electronics validation, and quality assurance. He leads multidisciplinary engineering teams responsible for the design and deployment of proprietary MWD platforms, including high-speed pulser systems, advanced sensor packages, and ruggedized electronics assemblies engineered for extreme drilling environments.
Salvador plays a central role in managing Standard Directional’s intellectual property portfolio, which includes more than six issued patents domestically and internationally. He is instrumental in the ongoing development of the company’s next-generation Harsh Environment MWD platform—an advanced system engineered to redefine performance standards for reliability, data transmission efficiency, and operational durability in the global directional drilling market.
Through disciplined engineering processes, rigorous testing protocols, and forward-thinking technology strategy, Salvador ensures that Standard Directional Services remains at the forefront of innovation in the directional drilling industry.
Todd Holt — Business Development Manager
Todd Holt is the Business Development Manager at Standard Directional Services, where he leads the progress and expansion of existing client relationships while identifying and securing new partnerships to connect industry leaders with Standard’s exceptional technical team. With over 14 years of experience as a sales professional in downtown Calgary and within the oil and gas sector, Todd brings a wealth of industry knowledge, strong leadership, and a commitment to excellence to every engagement.
Before
joining Standard Directional, Todd excelled in various sales and business development roles, building trusted relationships with a wide range of clients across the energy industry. His strategic approach and deep understanding of client needs have been key drivers of success throughout his career.
Prior
to his professional career in business, Todd was an accomplished hockey player. He played junior hockey for the Swift Current Broncos with record holding stats where he demonstrated competitive skill and leadership on and off the ice. Todd went on to be drafted by the San Jose Sharks organization, His athletic background instilled discipline, teamwork, and a results-oriented mindset that continue to inform his professional approach today.
Todd’s combination of industry experience, leadership, and passion for performance makes him a valuable contributor to the growth and success of Standard Directional Services.
Ashley Crawford
Sales Representative | Business Development
Ashley Crawford serves as a Sales Representative and Business Development professional at Standard Directional Services, where she is responsible for client engagement, account development, and strategic revenue growth initiatives. With over 16 years of experience in sales and customer service, Ashley brings a strong commercial foundation and a results-driven approach to relationship management within the energy sector.
Ashley began her career in the finance sector, where she developed expertise in financial analysis, contract administration, and client advisory services. She later transitioned into sales within the facilities and pipeline industry, successfully building and managing client portfolios while expanding market presence in competitive environments.
Based in Calgary, Alberta, Ashley has established a strong professional reputation within the downtown energy community. Her experience includes contract negotiation, proposal development, customer retention strategy, and cross-functional coordination between operations and executive leadership to ensure client expectations are met with precision and professionalism.
At Standard Directional Services, Ashley plays an integral role in strengthening client partnerships, supporting market expansion, and aligning commercial strategy with operational delivery. Her professionalism, industry insight, and commitment to client service contribute directly to the company’s continued growth and long-term customer relationships
