Our CEO Named to Management Today’s Women in Leadership Power List 2025

Recognition for championing inclusive culture, flexibility and commercial success

We’re proud to share that our CEO, Saira Demmer, has been named to Management Today’s Women in Leadership Power List 2025 — a list that celebrates trailblazing women who are driving change and impact in their industries.

Now in its second year, the Power List recognises exceptional women who are not only at the top of their organisations but are making a wider difference in business and society. Saira sits alongside impressive leaders from Virgin Media O2, Cancer Research UK, Amazon Web Services, The Sun and more.

Saira became CEO of SF Recruitment in 2020, at the height of the pandemic and just weeks after becoming a mum. She brought a bold vision to the role — not just to grow the business, but to do it differently. Since then, she’s led a full-scale transformation of our culture and commercial model.

Under her leadership:

• Turnover has grown from £10M to £25M

• Profitability has tripled

• 0% gender pay gap achieved

• 66% of our leadership team are women

• 95% of employees report a good work-life balance

Saira also launched Multiplied by SF, our unique employee value proposition that puts flexibility, development, and wellbeing at the heart of everything we do. We trust our people to work how and when they thrive, and it shows in the results.

“I’m proud to be recognised alongside so many inspiring women. This award is a reflection of the brilliant team at SF Recruitment and the progress we’ve made together — proving that flexible, people-first workplaces can drive exceptional results.”
Saira Demmer, CEO, SF Recruitment

Her work doesn’t stop with SF. Saira is a Trustee of Working Families, the UK’s national charity for working parents and carers, and was previously the only representative from the recruitment industry on an All-Party Parliamentary Group on flexible working.

She’s also a sought-after speaker and mentor, known for her honest and inclusive approach to leadership.

“Saira’s leadership has driven impressive growth while fostering a collaborative, people-first culture,” said James Caan CBE, investor in SF Recruitment.

“She sets the bar high and helps others reach it,” added Amy Golding, CEO of Steven Bartlett’s Private Office. “What makes her stand out is the way she blends strategic thinking with refreshing honesty.”

We’re thrilled to see her recognised for the incredible impact she’s made, and continues to make, not only in our business, but in the wider working world.