We are incredibly proud to announce a major milestone for our leadership team. Our founder and CEO, Leena Parmar, has been officially named a Top 10 Finalist for SME Business of the Year at the prestigious 3rd British Asian Women Awards 2026.
Presented by Oceanic Awards, this recognition celebrates the grit, innovation and outstanding contributions of female entrepreneurs across the United Kingdom. For Citrus Connect, which was named Best National Recruitment Agency at the 2023 Recruitment Awards, this nomination represents far more than business growth: it is a testament to resilience, strategic alignment and setting a benchmark for leadership within the UK recruitment sector.
Leadership, Resilience, and Driving Business Growth
Leena’s finalist status reflects leadership built through a period of restructuring and renewal. True leadership is rarely a straight line. For Leena and the team at Citrus Connect, this recognition comes on the heels of a significant period of quiet restructuring, reflection and intentional design. Navigating testing times behind the scenes has ultimately paved the way for a stronger, more aligned foundation.
As an agency specialising in sourcing top-tier employed and self-employed sales professionals, we understand that sustainable growth requires precision and adaptability. This finalist status highlights Leena’s dedication to redefining industry standards by putting authentic partnerships and high-fidelity operations at the core of everything we do, guided by her philosophy to stop selling and start serving.
“When you go through a period of deep shedding and restructuring, you realise that true leadership isn’t about maintaining a perfect façade,” Leena shared.
“It’s about standing firmly in your truth, protecting your foundation, and continuing to build with alignment, precision, and grace. To be recognised in the SME category alongside so many phenomenal women architecting change across the UK is deeply humbling.”
What This Means for Our Clients and Candidates
For our clients and candidates, Leena’s nomination reinforces brand trust and security. When you collaborate with an agency led by a resilient, award-nominated entrepreneur, you are partnering with an organisation built to weather challenges and deliver consistent commercial outcomes.
- For candidates: We connect ambitious professionals with premium sales vacancies. Explore our platform to view all current roles and take the next step in your career.
- For employers: We remain dedicated to elevating your hiring pipeline. Discover how we build high-performing sales teams through our bespoke sales recruitment service.
The Awards and What’s Next
The finals will take place on 30th July 2026. We would like to extend our sincere thanks to Irfan Younis (Founder), Yasmin Mahmood (CEO) and the entire team at Oceanic Awards for creating a platform that champions female entrepreneurship across the UK. Regardless of the outcome on the night, the real win has already been found in our journey and our continued dedication to the UK sales market.
Work with an Award-Nominated Recruitment Team
Ready to work with an award-nominated recruitment team? Book a consultation with us today, or explore our recruitment case studies to see our work in practice.
Frequently Asked Questions
Who is Leena Parmar? Leena Parmar is the founder and CEO of Citrus Connect, a UK recruitment agency specialising in employed and self-employed sales professionals.
What are the British Asian Women Awards? The British Asian Women Awards, presented by Oceanic Awards, celebrate the achievements of female entrepreneurs and professionals across the UK. 2026 marks the third year of the awards.
What category was Leena Parmar a finalist in? Leena was named a Top 10 Finalist for SME Business of the Year at the British Asian Women Awards 2026.
