Barbara Hulst is Head of Artwork & Packaging Development at UCB, where she leads the global organization responsible for the development, industrialization, and lifecycle management of artwork and packaging across the company's portfolio. She is responsible for shaping UCB's packaging strategy, driving the integration of sustainability, digital labeling, and patient-centric design into future-ready healthcare solutions.

With a career spanning regulatory affairs, quality and compliance, supply chain, commercial operations, and strategic partnership roles, Barbara brings a broad business perspective to the challenges of innovation in the biopharmaceutical industry. Her work focuses on connecting strategy with execution, building organizations that can successfully navigate complex regulatory environments while remaining agile, innovative, and patient focused.

Since taking leadership of UCB's global packaging organization, she has led the transformation of a fragmented operating model into an integrated global capability, establishing end-to-end processes and preparing the organization for emerging sustainability requirements and evolving digital labeling modalities. Under her leadership, the team has received multiple industry recognitions for sustainability and patient-centric packaging design.

Beyond her operational responsibilities, Barbara is an executive coach and an active advocate for leadership development and inclusion. She leads UCB's WO.MAN in Leadership community in Belgium and is passionate about helping individuals and organizations realize their full potential. She believes that when people grow, organizations thrive.

Originally from the Netherlands and based in Belgium, Barbara brings a combination of strategic thinking, operational excellence, and people-centered leadership to conversations about the future of healthcare