Eileen Serra, a card executive for mass affluent and high-net-worth customers at JPMorgan Chase (JPM), has been appointed chief executive officer of its card services unit, the company announced Monday.

Serra, formerly the head of card consumer-branded products, replaces Gordon Smith, who is now co-CEO of Chase consumer and community banking. She will manage all card units and be a member of the Chase consumer and community banking management team.

Before joining the company in 2006, Serra was an executive at Merrill Lynch and American Express (AXP) and a partner at McKinsey & Co. She has a bachelor's degree from the University of California and an MBA from the University of Chicago.