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**Job Purpose** To lead the strategy and implementation of the customer-level policies as regards Cross-sell and Up-sell with an objective of having a direct measurable impact on the company¿s revenues and ABFSG as a whole. To create an analytics environment where business decisions are data driven; liaison with various internal teams and external consultants for building propensity models and create an environment suitable for predictive modeling and its implementation. To help achieve the company¿s objectives as regards increasing the depth of penetration of a customer and increase customer level profitability. **Job Context \& Major Challenges** **Job Context** Job Challenges: **Key Result Areas** **KRA (Accountabilities) (Max 1325 Characters)** **Supporting Actions (Max 1325 Characters)** KRA1 To increase customer profitability through effective cross-sell and up-sell frame-work. 1. Build a comprehensive and dynamic cross-sell and up-sell frame-work. * Periodically review performance and carry out experiments so as to test the hypothesis. * Coordinate across teams within and outside BSLI for effective implementation of the strategy and reverse flow of data and information. KRA2 To obtain buy-in from all the stake-holders and champion the overall process 1. To establish dialogue with stake-holders like Direct Sales Force, Direct Marketing team, TPD etc. for process understanding * To seek periodic feedback on status of leads from the relevant stake-holder and the hierarchy. KRA3 Continuous Process Refinement for enhanced Marketing ROI 1. To liaison with stake-holders and seek relevant feedback on processes. * To experiment refinement on pilot basis and rollout basis results of the pilot. * To enhance response / conversion rates and thereby positively impact Marketing ROI. KRA4 To develop an analytics based decision support system so as to arrive at key customer segments and build differentiated communication. 1. To co-ordinate closely with all stake-holders and help people imbibe the analytics culture. * Champion the process creation and implementation. * To carry out continuous experiments and refine the same for sharper campaigns and store the same in the central knowledge repository. * To coordinate with the Operations and Technology functions in implementing of the above.