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Industry Veteran Joins Media Powerhouse
Business Insider has made a significant strategic move by appointing Josh Oshinsky as Vice President of Creative Strategy, signaling a strengthened commitment to integrated marketing solutions. Oshinsky brings two decades of experience in creative strategy and brand storytelling to the Global Marketing and Sales team, where he’ll be responsible for unifying the newsroom, live events, video, and creative departments.
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Cross-Functional Leadership Approach
Oshinsky’s appointment represents Business Insider’s focus on creating cohesive, multi-platform programs for partners. “I’m thrilled to join Business Insider at such a dynamic moment for the brand,” Oshinsky stated. “With its audience, editorial excellence, and creative firepower, Business Insider is perfectly positioned to create real win-win-win opportunities.”
Hannah Diddams, Business Insider’s Senior Vice President of Global Marketing and Studios, emphasized Oshinsky’s unique qualifications: “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 broader industry developments in integrated marketing strategies.
Proven Track Record in Media Transformation
Oshinsky’s background demonstrates a consistent ability to drive digital transformation and audience growth. During his tenure at Sports Illustrated, he dramatically increased annual video views from 400 million to 2 billion while launching innovative digital initiatives including SI Studios and SI TV, Time Inc.’s first subscription video-on-demand platform.
His most recent position as senior creative leader at PepsiCo provided him with extensive experience in global content strategy and digital marketing across multiple platforms. This experience with major brand storytelling positions him well to understand partner needs in the evolving media landscape, similar to how other companies are adapting to market trends and consumer expectations.
Creative Excellence and Industry Recognition
Beyond his corporate roles, Oshinsky has maintained an impressive creative portfolio as a producer and director. His films and series have appeared across major streaming services and broadcast outlets from Netflix to HBO, earning 14 Emmy Awards along with multiple Webbys, Tellys, and Anthems. His work has been showcased at prestigious festivals from Cannes to Sundance, demonstrating the quality of creative vision he brings to Business Insider’s partner programs.
Strategic Implications for Business Insider
This hiring decision comes at a time when media companies are increasingly focusing on integrated solutions that combine editorial content, live experiences, and digital platforms. Oshinsky’s ability to connect these elements aligns with Business Insider’s strategy to offer comprehensive partnership opportunities that leverage their full suite of capabilities.
The appointment follows similar strategic moves across the industry, including related innovations in executive leadership structures designed to enhance cross-functional collaboration. Oshinsky’s background in both media creation and brand strategy positions him uniquely to develop programs that serve audience, editorial, and partner interests simultaneously.
As media companies navigate evolving audience expectations and advertising models, leadership appointments like Oshinsky’s reflect the industry’s shift toward more integrated, experience-driven approaches. His track record suggests he’ll play a crucial role in developing the kind of multi-platform programs that define modern media partnerships, mirroring advancements in other sectors such as recent technology innovations that require cross-disciplinary expertise.
Oshinsky will report directly to Hannah Diddams, working to strengthen Business Insider’s position in the competitive digital media landscape through innovative partnership programs that leverage the publication’s editorial strength and creative capabilities.
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