Her Story
About Daina
Daina Woodman is a seasoned business development and marketing professional with more than three decades of experience in the architecture, engineering, and construction (AEC) industry. Beginning her career at just 18 years old with an MEP engineering firm, she worked her way through college while building a reputation as a skilled communicator in a traditionally male-dominated technical field. Through a series of intentionally chosen roles, Daina developed a comprehensive understanding of the industry, gaining experience across land development, vertical construction, engineering services, and business growth initiatives.
Throughout her career, Daina has been at the forefront of industry transformation, helping organizations navigate emerging technologies and evolving project delivery methods. She played an active role in the construction technology boom, supporting software solutions used by transportation agencies nationwide and helping advance digital workflows throughout the construction process. Her experience spans the full project lifecycle—from procurement and contracting to project closeout—and includes supporting municipalities as they transitioned to digital permitting systems and more efficient operational practices.
Today, Daina serves in a business development role with LJA, where she focuses on strengthening client relationships, expanding strategic partnerships, and supporting the firm's continued growth throughout Florida. A graduate of the University of Florida with a degree in Mass Communication and a minor in Business Administration, she remains committed to continuous learning and professional development. Passionate about mentoring the next generation of industry leaders, Daina advocates for greater opportunities for women in STEM and believes that strong communication, collaboration, and diverse perspectives are essential to driving innovation and long-term success in the AEC industry.
Her Interview
Ten minutes with Daina
01What do you attribute your success to?
I attribute my success to a combination of strong communication skills, intentional career planning, and a relentless drive to adapt and grow. Throughout my journey, I have focused on building enduring client relationships and strategically transitioned from marketing into business development to maximize my impact. Furthermore, working my way through college taught me invaluable resilience, while my early adoption of and leadership in construction technology allowed me to carve out a distinct professional edge in the field.
02What advice would you give to young women entering your industry?
My advice to young women entering this industry is to aggressively pursue STEM and technical education while actively seeking out leadership opportunities early in your career. This sector has historically been male-dominated, but you bring an organized, fresh perspective that is deeply needed and highly valuable. By leaning into your unique insights and establishing a strong technical foundation, you can confidently drive meaningful progress and carve out a successful space for yourself.
03What are the biggest challenges or opportunities in your field right now?
The most significant opportunities and challenges in my field right now revolve around the rapid pace of technological change and the vital push for diversity. The swift rise of construction technology, digital permitting, AI automation, and emerging 3D construction techniques requires constant adaptation, but it also opens incredible doors for innovation. Simultaneously, we are seeing an important industry shift toward increasing the representation of women in leadership, which I believe is one of our greatest opportunities for long-term growth.
04What values are most important to you in your work and personal life?
The core values that guide both my professional endeavors and personal life are clear communication, empathy, and a commitment to continuous learning. I firmly believe that building and maintaining authentic, trust-based relationships is the foundation of any meaningful success. By pairing that relational focus with an empathetic approach and a constant desire to expand my knowledge, I am able to stay grounded while effectively navigating new challenges.
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