Barbara Ülen

Barbara Ülen is a digital and innovation enthusiast with a passion for leveraging AI capabilities. As the Innovation and Business Excellence Lead at AstraZeneca for the Balkan Cluster, she’s at the forefront of developing patient-centric solutions that blend cutting-edge technology with positive impact. Barbara has been at the forefront of creating cutting-edge digital ecosystems in the pharmaceutical industry for over 15 years, assembling high-performing teams in areas such as digital marketing, operations, and marketing technologies. In her current role, Barbara leads a diverse team of professionals across different markets in the Balkans. Her portfolio includes experts in Insight & Brand analytics, Business Excellence & Operations, Customer Engagement, Digital Health & Innovation, and Data & Tech. Together, they drive positive change within the organization by harnessing the power of technology and data. She firmly believes that innovative solutions lie at the intersection of digital excellence and patient-centricity. Her passion for leveraging technology to enhance patient outcomes is contagious, and she eagerly awaits fresh ideas from fellow thought leaders. When she’s not shaping the future of healthcare, Barbara can be found exploring the latest trends in omnichannel engagement, advocating for a greener planet, and championing diversity and inclusion.