Roxy Jacenko

Roxy Jacenko is one of Australia’s most dynamic and influential entrepreneurs, having built a remarkable empire through a combination of sheer determination, creativity, and a unique ability to spot emerging trends. As the founder of five successful businesses, Roxy’s name is synonymous with innovation in PR, digital marketing, and lifestyle branding.

Roxy's journey began in 2004 when, at just 24 years old, she founded Sweaty Betty PR, a bold move that transformed the Australian PR landscape. Under her leadership, Sweaty Betty PR quickly became one of the country’s most sought-after agencies, serving major clients such as Coles Supermarkets, Peugeot, Oliver Peoples, and Harris Scarfe. Known for her unapologetic, no-nonsense style, Roxy has built a reputation as a master of media strategy and communications, with a knack for turning clients into household names.

In 2012, she revolutionised the influencer marketing space by launching The Ministry of Talent, Australia’s first dedicated talent management agency for digital influencers. This bold move cemented her reputation as a visionary in the digital age. Her other ventures include Social Union, an agency focused on social media content creation and management, 18 Communications, a PR firm specialising in marketing to Chinese consumers, and Pixie’s Bows, a children's accessories brand she co-founded with her daughter, Pixie. Pixie’s Bows has since expanded into Roxy Jacenko Accessories, a hugely popular line of women’s hair accessories.

A true multi-tasker, Roxy balances her entrepreneurial pursuits with life as a mother of two, regularly sharing glimpses of her busy, but highly organised, world on social media. Her online presence is a testament to her skill at navigating the digital landscape and building a personal brand that resonates with millions. With her laugh-out-loud honesty and capacity to deliver practical, no-nonsense business advice, Roxy has become a highly demanded voice at seminars and workshops around the country.

Roxy is also a familiar face on Australian television, having starred in The Celebrity Apprentice in 2013, where her sharp wit and unfiltered personality made her a standout. In 2019, she took her visibility to the next level with the debut of her own reality show, I Am... Roxy, offering fans a behind-the-scenes look at her whirlwind lifestyle. She also appeared on SAS Australia in 2020, though she made an early exit from the show.

In addition to her TV appearances, Roxy is also an accomplished author, having written four books, including Strictly Confidential, The Rumour Mill, and The Spotlight, a series that offers a semi-fictional, behind-the-scenes look at the fashion and PR world. Her first non-fiction book, Roxy’s Little Black Book of Tips and Tricks, released in 2018, offers readers a practical guide to success in business and life.

As a renowned digital influencer and ambassador, Roxy has collaborated with high-profile brands such as Sparkling White Smile, STAN, Net-A-Porter, and John Frieda, blending her passion for fashion, beauty, and lifestyle with her business acumen. Whether she’s sharing tips on building a brand, offering advice on life as a working mum, or giving a candid glimpse into her daily life, Roxy has become a trusted voice in the world of entrepreneurship, media, and digital influence.

With an uncanny ability to turn ideas into profitable ventures, Roxy Jacenko is a true pioneer in the business world, constantly challenging the status quo and setting new standards for success.