Behind every successful agency is an operational strategist who ensures vision becomes reality. For nearly a decade, Rumina has been an integral pillar of Citrus Connect Recruitment – evolving from a Senior Consultant into Operations Manager, and now leading our candidate and client strategies as Head of Recruitment.
Known as the planner, strategist, and trusted wingman to our Founder, Leena Parmar, Rumina brings unwavering loyalty, commercial precision, and deep empathy to the recruitment process. Over the years, she and Leena have cultivated an exceptional culture built on open communication, values-driven matching, and long-term partnership.
We sat down with Rumina to discuss her career progression, operational insights, and her advice for candidates looking to unlock their full potential.
Key Takeaway on Internal Growth: “Recruitment success isn’t built on viewing people as numbers. When companies invest in individual strengths and align on core values, team loyalty and commercial performance thrive naturally.” — Rumina, Head of Recruitment
The Journey to Citrus Connect
Q: Rumina, tell us how you first came to work with Citrus Connect.
Rumina: I was born and raised in East London and worked for a global market research agency for 12 years, starting in telesales at age 17. I’ve always been a loyal, committed person; if a company’s values align with mine and the growth is there, I invest myself completely.
When my husband’s career took us to Yorkshire, I knew it was time to refresh my own path. He connected with Leena while Citrus Connect was recruiting for Google projects. Although I couldn’t take on a role immediately due to our move, Leena and I stayed in touch.
A few months later, Leena called out of the blue: “I know you have zero recruitment experience, but I’d love for you to come in for a conversation.” We discussed our individual expectations and agreed on a 3-month trial. It ticked every box for both of us, and I’ve been dedicated to Citrus Connect ever since.
Career Evolution: From Senior Consultant to Head of Recruitment
Q: What has your progression looked like at Citrus Connect over the years?
Rumina: I started as a Senior Recruitment Consultant because my core strengths lie in business management and client relationships. I wanted to manage my own accounts one-on-one and take true ownership of client growth. From there, I progressed into Key Account Management, moved into Operations Manager handling financial planning and business infrastructure, and now serve as Head of Recruitment.
I treat Citrus Connect as if it were my own business. Leena is our vision caster—she sees strong possibilities and wants to execute them rapidly. My role is to break those visions down into structured processes, financial projections, and actionable milestones. We are deeply aligned in our values: direct, transparent, and solution-focused. If something isn’t working, we address it openly and adjust immediately.
Related Reading: Strong businesses are built on team members who treat their roles like an owner. Learn how to cultivate this mindset in our guide on identifying the employeepreneur mindset.
Q: What is your favourite aspect of leading recruitment operations?
Rumina: I thrive on numbers and strategy! I love understanding how different areas of the business interconnect and developing systems that align them smoothly.
Recruitment is fast-paced. At Citrus Connect, you can have a plan on Monday morning, but market shifts mean you have to adapt by Monday afternoon. Early in my career, I preferred predictability. But at Citrus, I’ve grown to love staying on my toes. When market challenges arise, we don’t panic—we immediately re-evaluate, adjust our strategy, and pivot. That agility is our defining strength.
Modern Work Dynamics & Culture
Q: How have modern remote and hybrid working setups influenced your productivity?
Rumina: Prior to remote and hybrid working options becoming mainstream, I believed you had to be in the office from 8 am to 6 pm every single day to be effective. Transitioning to a structured remote environment completely changed my perspective.
I discovered that with strict personal discipline, clear boundaries, and a dedicated workspace, my productivity and performance actually reached all-time highs. Eliminating two hours of daily commuting gave me valuable time back for my family. Achieving high-level commercial results while maintaining a healthy personal life proves that flexibility works when backed by structure and clear expectations.
Q: You often say Citrus Connect is not the “norm” in recruitment. What do you mean by that?
Rumina: Our culture is genuinely human-first. Traditional agencies can be transactional – reducing candidates and recruiters to simple targets or numbers on a board. We don’t operate that way.
We evaluate candidates and colleagues as unique individuals. One of our core training priorities isn’t just teaching recruitment mechanics, but understanding individual communication styles so we can support each person effectively. We foster an environment of radical honesty and respect. You won’t get lost in the crowd here; your unique strengths are highlighted so you can truly excel.
Employer Insights: Building an environment where talent feels valued is key to long-term success. Explore our leadership blueprint on how to retain top talent.
Advice for Recruiters & Job Seekers
Q: What advice would you give to new recruiters entering the market?
Rumina: Stay humble and remain coachable. Even if you enter the industry with extensive corporate experience, approach recruitment with an open mind.
At Citrus Connect, we do things differently than the broader market. Avoid putting yourself in a rigid box or assuming that old habits will guarantee future success. If you are open to continuous learning and adaptation, you will thrive.
Q: What is your single biggest piece of advice for candidates working with a recruitment partner?
Rumina: Remember that your CV is only a starting point – it doesn’t tell your full story.
A CV highlights qualifications, but it cannot convey your drive, personality, personal goals, or core motivations. I always encourage candidates to be open to having an exploratory conversation, even for roles they might not have initially considered.
My own career is proof of what happens when you take a leap into a new sector with the right support. Don’t limit your potential by relying strictly on paper applications. When you have an open dialogue with a specialist recruiter, we can uncover what truly drives you and match you with opportunities where you can genuinely build a long-term career.
Partner with Citrus Connect
- For Candidates: Upload your CV to Citrus Connect and let Rumina’s expert recruitment team match your strengths with leading UK employers.
- For Employers: Schedule a hiring strategy call with Citrus Connect to discuss your talent pipeline and scale your sales force with confidence.
