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Chase Announces New CEO of Consumer Card Services

Eileen Serra replaces Gordon Smith as the head of the bank's customer card services.

New York-based JPMorgan Chase announced that Eileen Serra will be the new CEO of Chase Card Services, where she will manage all of Chase's customer card operations. Serra, currently the head of the bank's branded Card Consumer Products, will replace Gordon Smith who was recently elevated to co-CEO of Chase Consumer and Community Banking.

In her current role Serra serves the bank's high value customer segment; she previously led the bank's brand advertising and media, in addition to the Chase Ultimate Rewards program. She will now be responsible for all of the bank's customer segments in card services.

Serra has been with JPMorgan Chase since July 2006, the bank said in a statement. She previously worked at Merril Lynch as the bank's Managing Director of Private Client Banking Solutions. Before that Serra led the small business credit card and lending businesses at American Express. She was a partner at McKinsey & Company previous to that.

Chase is the number one credit card issuer in the U.S. based on outstanding with $130 billion in loans and 65 million credit cards in circulation, according to the bank.

[See Related: JPMorgan Chase Consolidates Operations, Shuffles Executives]

Jonathan Camhi has been an associate editor with Bank Systems & Technology since 2012. He previously worked as a freelance journalist in New York City covering politics, health and immigration, and has a master's degree from the City University of New York's Graduate School ... View Full Bio

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