---
title: "Interview: Marketing Silos Must Fall: Interview With Sonesh Shah, VP of Marketing and Digital at Bosch Power Tools"
---

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** Deep Dive

# Interview: Marketing Silos Must Fall: Interview With Sonesh Shah, VP of Marketing and Digital at Bosch Power Tools

To win on the digital shelf, brand and digital marketing can no longer be telling different stories — or chasing different outcomes. In an interview with Peter Crosby and Rob Gonzalez of The Digital Shelf Institute, Sonesh Shah, vice president of marketing and digital at Bosch Power Tools explains how he merged these functions for better customer experiences and better results.

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<https://podcasts.apple.com/us/podcast/unpacking-the-digital-shelf/id1483944522?__hstc=122211028.9774e281f50b360af006a0db139c4c62.1591110968631.1595023188487.1595185420558.69&__hssc=122211028.1.1595201177887&__hsfp=3580627422&hsCtaTracking=2b0c303e-b574-4ae5-bbcd-e003b95274fc%7C327c2557-f369-40f4-92e5-20943c1e244f><https://open.spotify.com/episode/64zr7SDIakRWBcuIpqtRRV?si=FgT8KDfoRnCmxBxV-NtKXg&__hstc=122211028.9774e281f50b360af006a0db139c4c62.1591110968631.1595023188487.1595185420558.69&__hssc=122211028.1.1595201177887&__hsfp=3580627422&hsCtaTracking=0e9df9ef-dd9b-42df-92a3-127f33b43018%7Cfaf48a06-0b9b-452b-988f-01f788534290>[![spotifybutton](https://www.digitalshelfinstitute.org/hs-fs/hubfs/spotifybutton.png?width=50&name=spotifybutton.png). ](https://open.spotify.com/episode/64zr7SDIakRWBcuIpqtRRV?si=FgT8KDfoRnCmxBxV-NtKXg&__hstc=122211028.9774e281f50b360af006a0db139c4c62.1591110968631.1595023188487.1595185420558.69&__hssc=122211028.1.1595201177887&__hsfp=3580627422&hsCtaTracking=0e9df9ef-dd9b-42df-92a3-127f33b43018%7Cfaf48a06-0b9b-452b-988f-01f788534290)[![apple_button](https://www.digitalshelfinstitute.org/hs-fs/hubfs/apple_button.png?width=50&name=apple_button.png)](https://podcasts.apple.com/us/podcast/unpacking-the-digital-shelf/id1483944522?__hstc=122211028.9774e281f50b360af006a0db139c4c62.1591110968631.1595023188487.1595185420558.69&__hssc=122211028.1.1595201177887&__hsfp=3580627422&hsCtaTracking=2b0c303e-b574-4ae5-bbcd-e003b95274fc%7C327c2557-f369-40f4-92e5-20943c1e244f)

[View Transcript](https://www.digitalshelfinstitute.org/interview-marketing-silos-must-fall-interview-with-sonesh-shah-vp-of-marketing-and-digital-at-bosch-power-tools#transcript-section-anchor)

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