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Industry Veteran Joins Global Marketing Team
Business Insider has made a significant addition to its executive team, appointing Josh Oshinsky as Vice President of Creative Strategy. The move signals the publication’s commitment to enhancing cross-functional collaboration between its editorial, marketing, and sales divisions. Oshinsky brings two decades of experience in creative strategy and brand storytelling to his new role, where he’ll focus on developing integrated content packages for Business Insider’s advertising partners.
Bridging Media and Marketing Expertise
Oshinsky’s appointment represents a strategic investment in Business Insider’s creative capabilities. “I’m thrilled to join Business Insider at such a dynamic moment for the brand,” Oshinsky commented. “With its audience, editorial excellence, and creative firepower, Business Insider is perfectly positioned to create real win-win-win opportunities.”
His background spans both media and consumer goods, having most recently served as a senior creative leader at PepsiCo, where he oversaw global content and digital strategy. This experience working with major publishers and developing marketing strategies across video, social, audio, and written platforms positions him uniquely to understand market trends from multiple perspectives.
Proven Track Record in Media Transformation
Prior to his tenure at PepsiCo, Oshinsky demonstrated his ability to drive substantial growth during his time at Sports Illustrated. He led the publication’s video strategy, increasing annual views from 400 million to 2 billion—a fivefold expansion that showcases his understanding of related innovations in digital content consumption.
His accomplishments at Sports Illustrated extended beyond viewership metrics. Oshinsky launched SI Studios, creating a hub for original series and documentaries, and spearheaded SI TV—Time Inc.’s first subscription video-on-demand platform. These initiatives demonstrate his forward-thinking approach to industry developments and audience engagement.
Creative Excellence and Industry Recognition
As a producer and director, Oshinsky has created films and series that have appeared across major streaming services and broadcast outlets, including Netflix and HBO. His creative work has earned substantial industry recognition, including 14 Emmy Awards, multiple Webby Awards, Tellys, and Anthems. His projects have been showcased at prestigious festivals from Cannes to Sundance, highlighting his ability to create content that resonates with both critics and audiences.
Hannah Diddams, Business Insider’s Senior Vice President of Global Marketing and Studios, emphasized Oshinsky’s collaborative strengths: “Josh is a connector at heart, bridging the newsroom, marketing, and sales to bring ambitious, cross-functional ideas that resonate with audiences and drive real results.” This appointment reflects Business Insider’s continued focus on recent technology and content integration strategies.
Strategic Implications for Business Insider
Oshinsky’s hiring comes at a time when media organizations are increasingly seeking executives who can navigate the complex relationship between editorial integrity and commercial partnerships. His experience in both corporate marketing and traditional media positions him to develop programs that maintain journalistic standards while creating value for partners.
In his new role, Oshinsky will report directly to Diddams and will be responsible for unifying Business Insider’s newsroom, live events, video, and creative teams. The appointment underscores the publication’s commitment to developing more cohesive, cross-platform programs that leverage its storytelling capabilities across multiple formats and channels.
This strategic hire signals Business Insider’s continued evolution as it seeks to create more integrated advertising solutions while maintaining its reputation for editorial excellence and innovation in digital journalism.
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