Barbara Baarsma joined Rabobank in 2016, at the time as Director of Knowledge Development for the Amsterdam branch. In 2018, she was appointed CEO of Rabobank Amsterdam. In 2021, she became CEO of Carbon Bank, at the request of CEO Wiebe Draijer. Her commitment to Herstel NL weakened her position within the bank, according to Het Financieele Dagblad. In an internal memo obtained by FD, Baarsma wrote that after two years, her own learning curve was flattening and becoming less steep, and that it was time for a new challenge.