SAN FRANCISCO - BankAmerica Corp. has reorganized its consumer banking operation, separating branch banking from nonbranch retail functions and giving added clout to vice chairman Luke S. Helms.

In the realignment last month, Mr. Helms took command of BankAmerica's core California branch network, making him the company's branch banking czar, with authority over some 1,950 retail offices in 10 states.

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