“If you want, you work. It's really that simple.” Roxy Jacenko’s Secrets to Success

In the ever-evolving world of business, Roxy Jacenko stands as a powerhouse—unconventional, fearless, and relentlessly driven. Her journey to success didn’t follow a straight path, but rather one marked by bold choices and a refusal to conform.

For Roxy, a career in public relations wasn’t a lifelong dream. “I didn’t know exactly what my career would look like, but wherever I worked, I gave it 150%,” she shares, crediting her relentless work ethic to a career that began humbly at McDonald’s. After dropping out of her TAFE course, an unexpected opportunity as a publicist at Diesel uncovered Roxy’s natural talent for sales and her knack for thriving in a fast-paced environment. With just four months of PR experience and all the confidence that one has at 24, Roxy launched her own agency, Sweaty Betty PR. 

Since then, Roxy has continued to challenge norms. “I simply don’t quit,” she explains, describing her edge as a willingness to try new things and embrace failure as part of the journey. Whether executing a brilliant new idea or bouncing back from setbacks, Roxy’s success lies in her adaptability. “I’d rather try and fail than wonder, ‘what if?’” she says.

Roxy’s career has been defined by her ability to spot trends early and dive in before anyone else. “I’ve always started before I was 100% ready,” she reflects, citing the creation of Ministry of Talent, one of Australia’s first influencer management agencies, as a prime example. Recognising the potential in influencer marketing in 2012, she built her niche, transforming the industry landscape by simply starting. “I've never been afraid to take a risk and challenge the status quo. I'm constantly looking ahead and asking, ‘How can I push the boundaries and make this bigger, better, more unique?’.

Her fearless approach to business has led to countless breakthroughs, from securing big-name clients to launching her own brands. “If you don’t do it, somebody else will,” she states confidently. And true to her ethos, Roxy’s ventures—from launching a fidget toy business because her 10-year-old said it was the next big thing, to luxury, customisable tech accessories—have made waves by being quick to execute on hot trends. “Working in PR taught me that time is of the essence. You have to capitalise on the opportunity today or else, it's old news”, Roxy says.

As she looks ahead, Roxy sees a shift in consumer behaviour, predicting a move away from traditional marketing. “People are over the doom and gloom of pain-point marketing,” she notes, emphasising that today’s consumers want brands to inspire, not just sell. For her, it’s about creating a lifestyle that resonates through attraction marketing, focusing on authenticity and attraction rather than traditional pitches. “Content is king,” she says, underscoring the importance of taking consumers on a journey, building anticipation, showcasing real-life moments and genuine brand integration.

In today’s crowded marketplace, Roxy emphasises that success lies in standing out. “What can you do to make your product or service unique? How can you become the only one in your market who is producing something a certain way?” she explains. “Once you find that point of difference that sets you apart, own it”.

For Roxy, personalisation is key. “Everyone is a little self-centred to a degree... we like to feel special and own things that are just ours. The more you can give your customer that buyer's high, the more likely it is they'll tell others about you,” she says. Whether it’s through monogramming, customisable options, or delivering a one-of-a-kind experience, Roxy believes in making every customer feel as though something has been created just for them.

Beyond this, adaptability remains vital. “If you're in business, you have to throw away the idea that you build it once and it's done. Business is always changing, consumer preferences are always changing, so if you want to survive, you have to keep evolving,” she shares. For Roxy, success comes from not only embracing change but leading it, ensuring that her brands remain relevant and ahead of the curve.

Motivation isn’t something Roxy questions—it’s simply ingrained in her DNA. “I never have a day where I sit and think to myself, I don’t feel motivated today,” she says matter-of-factly. Challenges, setbacks, even days that test her patience with staff, clients, or suppliers are just part of the package. Rather than dwelling on frustrations, Roxy has a clear approach: she tackles every problem head-on, knowing that no one else can fix it for her. Her drive is fuelled by her desire for a life filled with meaningful experiences and opportunities for her family. “If you want, you work. It’s really that simple,” she asserts, proving that her ambition and resilience are unshakeable.

What’s next for Roxy? A return to her roots in PR, where she’s working with brands like STAX, Mermade Hair, and Fantome Brand, alongside her successful talent management agency and a growing portfolio of e-commerce ventures, including 270x and Findlay The Label. “I’d be SO bored if I wasn’t working. I tried being retired for 5 minutes and it wasn't for me!”, she explains. For Roxy, there’s always more to build, create, and conquer… One thing’s for sure—she isn’t slowing down any time soon!

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