Raina is a two-time founder and recruitment specialist with more than 20 years’ experience. In 2019, she launched her recruitment business ReCulture – a culture-led service hiring across marketing, tech, sales and operations. ReCulture qualifies candidates based on culture, values and character – not just skills and experience – to identify people who can thrive within its clients’ businesses. This ‘big picture’ approach is a reflection of Raina’s career. She developed her trade in fast-paced agency teams, hiring for scale-ups, before holding senior recruitment positions within in-house departments at Trinity Mirror Group (now Reach) and Very. As well as finding the right talent, ReCulture works with clients to design values-led processes that lead to confident hiring choices. Away from ReCulture, Raina the co-founder of the award-winning ed-tech business SupplyWell. It was launched as a fair and flexible solution to the supply challenges faced by schools and teachers. Raina’s achievements with both businesses were recognised with a commendation in the Outstanding Entrepreneur category at the 2024 Northern Power Women Awards.