PAGB, the consumer healthcare association, has appointed Michelle Riddalls as its new senior director of regulatory affairs and advertising services.

Michelle joined the company on 3 June 2019 and will be responsible for the regulatory and advertising services functions of the organisation, including copy clearance.

She joins PAGB from Pfizer Consumer Healthcare, where she was director, regulatory affairs, country cluster lead northern europe until March 2019. In her time at Pfizer, Michelle was integral in the highly successful POM to GSL reclassification of Nexium Control and, more recently, the Viagra Connect POM to P switch, for which she was awarded a TOPRA innovation award in 2018.

John Smith, PAGB chief executive, said: “Michelle is a leading expert in consumer healthcare regulation. Her knowledge and experience will be hugely valuable to PAGB and will ensure we continue to provide a world-class service to our member companies across OTC medicines, self care medical devices and food supplements.

“I am delighted Michelle will be joining the team as we celebrate PAGB’s centenary, reflecting on 100 years of consumer healthcare, and looking forward as we finalise our new strategy to 2025.”