George Riddell is the managing director at Goyder Ltd. A leading expert in international trade policy, he has extensive experience advising businesses, governments, and organizations on how to navigate global trade complexities. Previously, Riddell was director of trade strategy at EY LLP, providing strategic guidance on impacts of trade negotiations, supply chain resilience, and sustainability measures to clients. Prior to that, he served as senior trade attaché with the UK Foreign Office in Geneva, representing the United Kingdom at the World Trade Organization (WTO), the Organization for Economic Cooperation and Development, and the UN. He also served as a special advisor to the Kenyan government during the WTO’s Tenth Ministerial Conference. With a deep understanding of geopolitical risks and trade policy dynamics, Riddell supports clients in developing strategies to mitigate risks and seize global market opportunities. He holds a master’s degree in international relations from Durham University.