Australian ‘PR queen’ Roxy Jacenko steps down from Sweaty Betty, the company that made her famous

Australia’s public relations “queen”, Roxy Jacenko, announced she is stepping down as director of Sweaty Betty, the firm she founded in 2004.

Jacenko made the announcement with a throwback photo on her Instagram from back when she had her original nose and hair colour.

The marketing maven founded the company in 2004 as a “desperate to succeed” 24-year-old.

“It’s time for me to hang my PR shoes up (and no, they were never stilettos, they were trainers — why? Cause you can’t run in them) and say goodbye to my working life as I know it — I’ve lived and breathed @sweatybettypr (in sickness and in health, quite literally) but now it’s time to live,” Jacenko wrote.

The 42-year-old with a talent for self-promotion started her working career at McDonald’s and “barely graduated high school”.

Jacenko took a job at the clothing company Diesel and worked her way up to marketing manager despite having no formal education or experience.

She then struck out on her own and began Sweaty Betty.

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