Q&A with Our Founder, Leena Parmar: Building the UK’s Leading Direct Sales Agency
5th November 2021
Home / Citrus News / Q&A with Our Founder, Leena Parmar: Building the UK’s Leading Direct Sales Agency
From launching with a single enterprise client during a global financial downturn to establishing Citrus Connect as the UK’s premier direct sales recruitment agency, Founder Leena Parmar has built a business grounded in grit, transparency, and personal accountability.
We sat down with Leena to discuss the vision behind Citrus Connect, how navigating market shifts forged a resilient business model, and why ethical leadership remains central to changing the face of the recruitment industry.
Key Takeaway from Our Founder:“Recruitment shouldn’t be a transactional numbers game. Our success comes from operating as true commercial partners—matching candidates who possess drive and integrity with businesses that value long-term growth.” — Leena Parmar, Founder
The Origin & Evolution of Citrus Connect
Q: What was your vision and motivation behind founding Citrus Connect?
Leena: Back in 2008, I saw a clear gap in the recruitment market. In 2009, I officially launched Citrus Connect with my founding launch client, The Automobile Association (AA). Working side by side with their team, we implemented a streamlined recruitment process that grew their direct sales force by 212% within an 18-month period.
Initially, my goal was simply to fulfil a market need by perfecting a recruitment model specifically for self-employed direct sales roles. Over time, that vision evolved significantly. Today, Citrus Connect stands as a leading direct sales recruitment specialist in the UK, placing talent across salaried sales roles, management, and executive director positions across multiple sectors.
My driving desire is to show how direct sales can completely transform lives. I have seen candidates step into sales positions with zero prior experience and build high-earning, six-figure careers through sheer work ethic – permanently improving their financial independence and quality of life.
Q: What was your background before stepping into the recruitment industry?
Leena: My path was anything but linear! I started as an International Relations graduate, completing an incredible internship at the United Nations in New York during my second year. I originally planned to join the Foreign Office or the RAF, but after failing the final entrance exams, I pivoted to teaching to make an impact on young people. Discouraged by educational bureaucracy, I transitioned into my first real love: international fashion.
My fashion career took me across the globe—LA, Malaysia, Singapore—and I absolutely loved it. But two years in, unexpected personal challenges forced me to leave that industry. That turning point became the catalyst for my entrepreneurial journey.
It took immense grit and rigour to build something from what felt like a dire situation, but looking back, I am proud that what started as an ambitious dream is now a thriving reality.
Resilience, Mindset & Navigating Market Shifts
Q: You’ve guided Citrus Connect through major economic cycles. How have you adapted during challenging market conditions?
Leena: Any entrepreneur who tells you their journey was easy isn’t telling the whole story! Having navigated the business through the 2008 financial crash, global health crises, and changing market dynamics, I’ve learned that economic shifts test your core foundation.
During major market disruptions, client priorities temporarily shift toward immediate operational survival. I used periods of market uncertainty to re-strategise, refine our internal business model, and ensure we were fully prepared to support our partners the moment hiring resumed.
Staying mentally strong during high-pressure periods requires personal discipline. Daily physical fitness, mindfulness practices, and spending time outdoors keep my problem-solving skills sharp. As many businesses transitioned toward digital and hybrid sales processes, we adapted our screening models to match. Overcoming those hurdles allowed us to move into our state-of-the-art Leeds headquarters and build an incredible, soul-aligned team.
Q: What was your biggest challenge starting out, and what challenges do you focus on now?
Leena: When I started Citrus Connect, I had never worked a single day in traditional recruitment! Looking back, having the courage to launch without an industry background seems bold, but I possessed a relentless passion for people and a genuine determination to help our clients succeed.
Coming from an entrepreneurial family gave me grit, but I still had to learn every business lesson the hard way. Over time, my biggest area of growth has been developing self-awareness—understanding my working style, my motivations, and how to get the absolute best out of myself and my team.
My primary role is being the visionary, the leader, and the protector of our culture. But the real secret to scaling Citrus Connect has been surrounding myself with talented people who hold me accountable. In business, real expansion happens when you hire individuals whose strengths complement your weaknesses and give them room to execute.
Changing the Face of Recruitment
Q: How does Citrus Connect set itself apart from traditional recruitment agencies?
Leena: My ultimate aim has always been to change the face of recruitment. Historically, our industry has carried a reputation for being overly transactional and cold. At Citrus Connect, we operate as true commercial partners. We are here to serve our clients, protect their employer brand, and build long-term, win-win relationships.
When I was nominated for Businesswoman of the Year, people frequently asked how it felt to be recognised as a female leader in a “cut-throat” sector. My answer is simple: what matters most isn’t gender—it is the tangible, measurable value we deliver to our clients and candidates every single day.
Q: How do your personal values influence Citrus Connect’s corporate culture?
Leena: Running a business provides autonomy, but it also carries the responsibility to give back. I believe deeply in Corporate Social Responsibility (CSR). Through our partnership with Love Support Unite, we actively support family sustainability and education projects in Malawi.
Living and conducting business is about balance, an ongoing exchange of giving and taking. A company cannot expect long-term commercial success without contributing positively to the wider world.
Beyond charitable work, environmental consciousness shapes our operational choices. From maintaining a paperless office at Citrus Connect to living a low-waste, sustainable lifestyle personally, every decision is considered carefully. Conscious living also extends to financial health; understanding financial responsibility allows us to reinvest in our people, our technology, and our community partnerships.
Looking Ahead
Recruitment will always be about human connection. By aligning individual candidate purpose with high-growth business opportunities, Citrus Connect continues to raise the bar for sales recruitment across the UK.
