Barb's professional career has focused on bringing new potential into organizations through visioning, strategic planning, fundraising, and program design.

Over the past 30-plus years, she has held executive director positions focused on transforming patient care delivery systems in women's health, oncology, and integrative medicine. She also worked to scale the neuroscience findings as the Executive Director at the Center for Healthy Minds at UW–Madison, including launching its affiliated nonprofit, Healthy Minds Innovations (now Humin). Barb has served in strategy leadership roles at Usona Institute, which is working to move psilocybin through the FDA approval process for the treatment of depression, and at Deep Living Lab, which builds people's capacity to discover their essence and potential. She has completed training in Regenerative Practice and serves on the boards of We in the World and the Listening Field.

Barb enjoys partnering with organizations to help them build the strategy and structure to move into their potential and fulfill their missions.