Business Insider Strengthens Marketing Leadership with Strategic Hire
Business Insider has appointed marketing veteran Josh Oshinsky as its new Vice President of Creative Strategy, according to company announcements. Oshinsky will join the Global Marketing and Sales team at Business Insider, where he will be responsible for unifying the newsroom, live events, video, and creative teams to develop integrated packages for the publication’s partners.
Executive Background and Previous Achievements
Oshinsky brings 20 years of experience as a creative strategist and storyteller to the position, with expertise at the intersection of media and brand purpose. Most recently, he served as a senior creative leader at PepsiCo, where he led global content and digital initiatives. Sources indicate his background includes extensive work with publishers and comprehensive marketing strategy across video, social, audio, and written platforms.
Prior to his tenure at PepsiCo, Oshinsky led video strategy at Sports Illustrated, where analysts suggest he dramatically increased annual views from 400 million to 2 billion. During this period, he also launched SI Studios, a hub for original series and documentaries, and SI TV, which reportedly became Time Inc.’s first subscription video-on-demand platform.
Creative Vision and Cross-Functional Integration
“I’m thrilled to join Business Insider at such a dynamic moment for the brand,” Oshinsky stated in the announcement. “With its audience, editorial excellence, and creative firepower, Business Insider is perfectly positioned to create real win-win-win opportunities—and I can’t wait to help bring that to life.”
Business Insider Senior Vice President of Global Marketing and Studios Hannah Diddams emphasized Oshinsky’s collaborative strengths in the company statement. “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,” Diddams noted, adding that he would help develop “bigger, more cohesive programs” linking storytelling, live events, and video capabilities.
Industry Context and Broader Implications
The appointment comes amid significant industry developments in media and technology sectors, where companies are increasingly seeking executives with cross-platform expertise. Oshinsky’s background in storytelling extends to producing and directing films and series that have appeared on major streaming services from Netflix to HBO, earning 14 Emmy awards and numerous other honors throughout his career.
This hiring aligns with broader recent technology and media trends emphasizing integrated content strategies. As organizations navigate evolving digital landscapes, reports suggest that leadership roles combining editorial, marketing, and sales functions are becoming increasingly valuable for media companies seeking competitive advantages.
Organizational Structure and Future Direction
According to the organizational structure outlined in the announcement, Oshinsky will report directly to Senior Vice President of Global Marketing & Studios Hannah Diddams. This placement within the leadership hierarchy positions him to directly influence Business Insider’s partnership strategies and content commercialization approaches.
The move occurs alongside other market trends in digital media where companies are strengthening executive teams to better monetize content across multiple platforms. Industry observers will be watching how Oshinsky’s experience with subscription platforms and original content development might influence Business Insider’s approach to related innovations in digital media and partner offerings.
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