Roxy Jacenko

Roxy Jacenko

Publicist & CEO / Sweaty Betty PR / The Ministry of Talent / Pixies Bows / Social Union

CEOMarketing / PR

There is a catch when you interview someone as open and honest as Roxy Jacenko. The question you ask yourself is what could you possibly report on that the world doesn’t know about her already?

Yes, we know that she is a PR slayer. Yes, we know that she is a mother of two and the Founder & CEO of four Australian businesses. Yes, we know that she is a survivor, a perfectionist, TV, and Radio guest, the queen of the #liftselfie, lover of Bondi Beach activations, and an incredible force to be reckoned with within the industry. 

But… we knew that already.

Now, I’ve personally met this behemoth, I’ve marveled at her intense understanding of the intricacies of PR. I’ve read her books, I’ve been transfixed by her candid Instagram account and I’ve listened to her interview on the NO FILTER podcast like seven times, but what I have learned about this babe is that when you think you know her… BOOM she transforms!

That is the message of today’s #careerstory. It’s not about the clothes you wear or the school you went to. It’s not even about the classes you flunked or aced, it’s about your ability to transform. When life throws sh*t in your face what do you do? Do you take a chance on yourself and start that PR agency at 24 years of age, or do you not? When you coin yourself a “terrible student” do you let that title rule your future endeavors, or do you work your butt off and change your course?

What would Roxy say? Let’s dive in.

Hi there Roxy, so excited to have you on The Cool Career. Can you tell us where you grew up and how your experience shaped the person you are today?

I grew up in Sydney and worked from the age of 14 – the first job being at McDonalds. It was instilled in me from an early age that you need to work hard!

Where did you go to High School and how was that experience for you?

I went to Kambala Private Girls School then moved to SCEGGS for the final two years of school. I loved both and am grateful that I had the opportunity to experience two excellent schools.

Did your high school play an important role in helping you choose your further education and future career?

No, I think my parent’s success in business was my biggest driver.

Did you complete any internships or work experience placements in high school? Tell us about that experience.

I did work experience at Laing & Simmons Double Bay in Year 10 for a week and then another week at Marie Claire Magazine! There was a lot of cold calling asking people if they were interested selling and envelope stuffing!

Did you go to College, University, Tafe or another equivalent? Take us through the courses that you studied and why you chose them?

I went to East Sydney TAFE and studied Fashion Manufacturing but dropped out in Year 2 of the 3-year course. I was a totally useless student!

Haha, a useless students? So that means there is hope for all of us? Tell us about your career journey so far. Who you have worked for, and explain any highlights.

I started Sweaty Betty PR at 24, worked my guts out, took risks and to this day am working as hard to continue the growth of the company and my team’s careers! I have since opened a Digital Agency called The Ministry of Talent, a content creation agency called Social Union and a children’s hair accessory business called Pixie’s Bows! Its ALL GO!!

Roxy and some of the guns at Sweaty Betty PR

Never a dull moment it seems Roxy! So what’s is the hardest part of owning all of those businesses and being an ambassador yourself?

Every day is a challenge, I pride myself on pushing the boundaries and doing things differently!

Roxy during a recent photo shoot for Chargrill Charlies. CREDIT: Dominic Loneragan

Roxy during a recent photo shoot for Chargrill Charlies CREDIT: Dominic Loneragan

Roxy during a recent photo shoot for Chargrill Charlies CREDIT: Dominic Loneragan

What does a day a typical business day look like for you in your current job?

I start from 6.30am checking my emails.

From there I’m at my desk by 8.30am following a training session.

Then I literally don’t move from my desk until 6pm that night!

Tell us Roxy, who has been your hero, or greatest inspiration growing up and why?

My Mum! She came from very humble beginnings in the East End of London and moved to Australia creating a very successful Fashion Manufacturing business.

Roxy and her gorgeous Mum.

What advice would you give girls who are interested in your career?

Be prepared to dedicate 24/7 to it, as PR is a job that you ALWAYS have to be ON!

Roxy on a recent shoot for Skinny Tan  – She is the Ambassador for the new Roxy Tan

List the most valuable resources that you turn to constantly for inspiration in your profession?

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