Daisy Binks

“The most significant challenge Daisy has overcome has been learning to operate as a bridge between design and technology”

Part of the Tech Women Celebration 50 – a curated list of some of the most inspirational women working at all levels of tech

Daisy Binks is a Design Lead in the CX team at WPP Enterprise Solutions. With a background in product design, she helps senior leaders and clients explore how new technologies can solve real customer and business problems. Daisy is valued for her curiosity, clarity and ability to bring people from different disciplines together, making complex subjects easier to understand and creating momentum around ideas that might otherwise remain abstract.

Tell us about the nominee's biggest achievement to date

Daisy's biggest achievement has been establishing a way of turning emerging technology into meaningful, commercially credible opportunities for WPP Enterprise Solutions and its clients. Rather than beginning with the technology, she begins with a customer or business problem. She works across the space between CMO and CTO, connecting customer needs, commercial ambition, experience design, data and engineering to create propositions that are imaginative and achievable.

Digital Product Passports are an example of this approach. Daisy recognised that DPPs risked being treated solely as a future compliance or product data challenge. She reframed them as an opportunity to improve customer experiences, build trust, support circular services and create new sources of value. She translated a complex and fast-moving subject into a clear business proposition, practical client use cases, working concepts and a credible path to delivery.

The work secured internal backing and has helped open conversations with enterprise clients, giving them a tangible way to understand where to begin and how to move beyond compliance. This approach now extends across areas including generative UI, agentic commerce and AI assisted delivery, demonstrating Daisy's ability to spot emerging opportunities and turn them into propositions that clients can understand, invest in and deliver.

What is the most significant challenge the nominee has overcome?

The most significant challenge Daisy has overcome has been learning to operate as a bridge between design and technology, two disciplines that are deeply connected but often approach problems from very different perspectives.

Her background is in product design, but she recognised that creating genuinely useful experiences required her to understand far more than the customer interface. It meant becoming comfortable moving from CMO level conversations about customers, growth and brand, to CTO level conversations about data, platforms, engineering and feasibility.

Daisy has deliberately developed the fluency and confidence to work across both worlds. Her strength is asking the right questions, understanding what each discipline needs and creating a shared language between them. She uses research, storytelling and prototypes to make complex ideas tangible, expose challenges early and help teams align around what can realistically be delivered. She has done this in an agency environment where innovation cannot remain speculative: it must solve a real client problem, demonstrate commercial value and earn investment.

What began as the challenge of not fitting neatly into one traditional lane has become Daisy's most distinctive strength: connecting human needs, creative ambition, technical reality and business value to turn ideas into meaningful, achievable innovation.

Tell us something about the nominee people would find surprising

Outside work, Daisy trains in both Olympic weightlifting and powerlifting. She can lift more than twice her own body weight and loves the very different challenges each style brings - from the speed, precision and technique of Olympic lifting to the raw strength of powerlifting.

What began as a way to become stronger has become an important part of her life. She enjoys the discipline of working patiently towards a goal, learning from the smallest technical adjustments and discovering that she is often capable of far more than she initially thought.