Executive Team

Will Webb

Will Webb

Commercial Director

Will joined PFL Healthcare in 2009 and is responsible for the day-to-day running of the company.

Prior to this he spent 10 years as a consultant specialising in financial turnaround, systems improvement, and business restructuring.  Financial management also plays a part in Will’s past, as he worked up to Finance Director Level within a number of large companies including 3M Healthcare, BOC Healthcare, and The Burton Group.

Will has a BSc in Production Engineering from Birmingham University, is an Associate member of the Chartered Institute of Management Accountants (CIMA) and has an MBA from Manchester University.

Richard Wiffen

Richard Wiffen


Richard has been involved with PFL Healthcare since 2003, when he became a legal adviser for the company.  He took on the role of Chairman in 2006 and is now responsible for innovation and international relationship development.

Richard began his career working as a solicitor in the London City firm of Macfarlanes, before working as a commercial lawyer in other London firms. In 1989, Richard was ordained in the Church of England, where he worked for 12 years in the Chester Diocese. In 2002 he began working part time for a team funded by the Archbishop of Canterbury and as a legal adviser to businesses. One of his clients was PFL Healthcare, then based near London.

Richard has an MA in Jurisprudence from St Peter’s College, Oxford and a BA in Theology from Trinity College, Bristol.


Ale Rodea

Head Of Marketing

Ale is responsible for UK marketing, oversees the International marketing strategy and is accountable for the brand development and strategy of new products at PFL Healthcare.

She joined the company in 2017, with 10 years’ experience in marketing across a number of sectors and customer facing roles. In her past roles, Ale has launched successful digital campaigns delivering increased profitability, brand exposure and sustainability to businesses. She has a multilingual and entrepreneurial background, and a pragmatic way of bringing focus to her visions.

Ale has a PR degree, a CIM Professional Diploma in Marketing, CIM Award in Digital Strategy and is an Associate member of the Chartered Institute of Marketing.

Oliver Adnan

Oliver Adnan

International Business Development Manager

Oliver is responsible for UK sales development and managing 10 international markets.

Oliver joined PFL Healthcare in 2012, and has 30 years of experience in sales and marketing.  He started his career in various consumer and trade marketing positions, gaining experience across a wide variety of markets from stationery to pet food.  Oliver then took on a Marketing Manager role, working for large companies such as Mars and Kellogs.  He then moved on to a job as Commercial Controller for Blue Ocean Sales Brokers, managing a team of four and being responsible for national sales and marketing.

Oliver has a BTEC Higher National Diploma in Business and Finance from Kingston University.

Simon Higginbottom

Simon Higginbottom

Technical and Quality Manager

Simon is responsible for New Product Development and ensuring that the company adhere to all technical and quality guidelines.

Simon joined PFL Healthcare in 2013, and has over 30 years of experience in the pharmaceutical and medical device healthcare sectors.  Simon has progressed from scientist level up to senior management, previously holding positions at both ICI Pharmaceuticals (now AstraZeneca) and Novartis AG.  Simon has extensive experience in formulation and product development, together with expertise in the regulatory requirements demanded in these sectors.

Simon is a graduate in Chemistry, an honours graduate in Biochemistry with Toxicology and holds Chartered Biologist professional status.