Michelle Riddalls

Chief Executive Officer

Michelle Riddalls is Chief Executive of PAGB, the consumer healthcare association, effective 1 April 2020.

Michelle was previously PAGB’s Senior Director of Regulatory Affairs and Advertising Services. In this role she led the regulatory affairs and advertising services functions of the association, including copy clearance.

Michelle is an expert in consumer healthcare regulation and has received awards from TOPRA for her work in POM to OTC reclassifications.

Michelle has worked in consumer healthcare for almost two decades. In her time at Pfizer Consumer Healthcare she was integral in the highly successful POM to GSL reclassification of Nexium Control and, more recently, the Viagra Connect POM to P switch.

Also at Pfizer, Michelle played a key role in EU Exit preparedness and prepared the Brexit compliance strategy for medicines, food supplements and cosmetics.

Prior to her work at Pfizer Consumer Healthcare, Michelle worked at Johnson & Johnson Consumer on a number of household name brands, including the Calpol range, Regaine, Benylin and Sudafed.

Michelle has also worked in regulatory roles in two prescription pharmaceutical companies and as a regulatory consultant.