Croatian construction leader Danijela Koren on building a career in a male-dominated industry

Danijela Koren (Photo: Luka Cerovina)

In an industry traditionally viewed as male-dominated, Croatian engineer and executive Danijela Koren has built a career defined by expertise, persistence and deep respect for the engineering profession.

As an executive at Croatian company DI plan, Koren’s professional path has not been entirely straightforward. Yet it has always been guided by a clear vision: to create something tangible and lasting.

From interior design dreams to the construction site

Koren’s interest in the built environment began with a passion for architecture and interior design. At the time, however, specialised programmes in interior design were not widely available, so enrolling in a construction school became the logical first step toward an architectural career.

During her studies, a turning point occurred. Rather than focusing solely on design, she became fascinated by the process of construction itself.

“The combination of creativity and responsibility, where an idea on paper becomes a real structure, is what kept me in construction,” Koren explains.

Danijela Koren (Photo: Luka Cerovina)

Learning the realities of the building site

Her first days on construction sites were filled with enthusiasm and determination to prove herself through knowledge and hard work.

Koren recalls arriving on site with an oversized helmet, a brand-new high-visibility vest and project plans she had practically memorised out of nervousness.

As the only woman on site at the time, surrounded by the noise of machinery and the smell of fresh concrete, she deliberately immersed herself in the work environment to understand how things functioned in practice.

“I would often stand next to steel fixers watching how reinforcement cages were made, how steel was bent and how structures came together,” she says.

Her eagerness to observe every detail sometimes brought unintended consequences. On several occasions she snagged her clothes on reinforcement mesh or wire while trying to get closer to the action, even tearing her trousers while squeezing through steel frameworks.

Workers would occasionally joke, warning her to watch where she stepped. But it was on those same sites that she learned an important lesson: respect in construction does not come from a title, but from a willingness to get your boots dirty and value the experience of others.

(Photo: Luka Cerovina)

Authority without raising your voice

Although the sector has evolved, Koren says she still occasionally encounters scepticism in negotiations, particularly from people unused to women making key decisions.

However, doubts tend to disappear quickly once discussions turn to practical solutions and technical expertise.

One early memory remains particularly vivid. On a site led by a female manager, a worker once made a joke about Koren’s white jeans, remarking that she only needed a white horse to complete the image.

The site manager calmly intervened, explaining that such remarks were inappropriate and that Koren should be treated as an equal colleague.

“It was the first time I saw what real authority looked like, no raised voice, just a clear and firm position,” Koren recalls.

(Photo: Luka Cerovina)

Interestingly, she notes that some investors today openly prefer working with women, expecting greater attention to detail and stronger focus on the final result.

The construction sector today faces a number of challenges, including complex bureaucracy, a shortage of skilled labour and rapid technological change.

In such an environment, Koren believes women often bring valuable strengths to project management.

“I wouldn’t say there is a strictly ‘female’ management style, but women often bring additional organisation and patience,” she says.

She also highlights a tendency towards collaboration rather than confrontation, particularly during critical phases of large projects. Transparent decision-making and mutual respect within teams, she adds, are essential for stable project delivery.

Encouraging the next generation of engineers

When Koren graduated around 15 years ago, women represented roughly five per cent of the construction workforce. Today that share has increased to around 10–12 per cent in Croatia, while the European Union average is close to 15 per cent.

Although women remain a minority in the field, Koren emphasises the importance of visibility and role models in changing perceptions of the profession.

Her message to young women considering engineering is simple.

“Do not be afraid to choose construction. It is an extremely dynamic profession with constant opportunities to learn. The industry needs good engineers, it does not divide them into men and women.”

(Photo: Luka Cerovina)

For Koren, the greatest sense of satisfaction comes at the end of a project, when something that once existed only on paper becomes a real structure.

Construction, she says, is unique because it leaves behind something tangible, buildings and infrastructure that become part of people’s everyday lives.

Remembering the engineers, technicians and workers who contributed to each project brings a strong sense of pride.

It is that feeling, Koren says, that continues to motivate her with every new build.

Danijela Koren (Photo: Luka Cerovina)