Knowland, who has held held the position of PAGB vice-president since December 2022, headed up various senior commercial, marketing and supply chain directorship roles at multinational organisations including Unilever, Philips and Coty before joining Bayer as sales director in September 2019.

In July 2021, he was promoted to UK lead for Bayer's consumer health division. Since October 2023, he has been general manager for Northern Europe, covering the UK, Ireland, Nordics & Benelux.

Michelle Riddalls, chief executive of PAGB, said: ‘Mike brings a wealth of experience and insight which will be enormously valuable as we work towards improving access to self-care in the UK.

‘Community pharmacy is an integral part of this work, widening access to over-the counter medicines and providing solid, professional support in treatment options and education in self-care across communities.

‘As a PAGB Board member since 2021, and more recently vice-president, Mike understands this environment very well and can help drive the self-care agenda forward.'

Knowland's appointment coincides with the launch of PAGB's new five-year strategy, which sets out a vision for the UK to lead the way in consumer healthcare, ensuring unparalleled access to products that empower consumers to self-care with confidence.

Riddalls added: ‘For 2025 and beyond, our focus at PAGB is about supporting the Government's manifesto commitments to take the pressure off GP surgeries by ‘improving access to services and treatment through new routes' and to expand the role of self-care, with pharmacy playing a pivotal role here.

‘Fixing the "broken" NHS – is essential for the future of our health and wellness as a nation and that's why widening access to OTC medicines and empowering people to self-care are a priority and the key to the success of the 10-year healthcare plan the government is rolling out.'