According to the card issuer firm, Serra replaces Gordon Smith who has been moved from the position to serve as co-CEO of Chase consumer & community banking.
The US financial conglomerate claims that the new appointment will assist the company to expedite integration of consumer business and deliver value to customers.
In the new role, Serra will spearhead all of the card customer segments, including affluent, mass affluent, small business card, partner card products, commercial card and business in Canada.
Presently, Serra is managing the development of the mass affluent and affluent/high net worth customer segments.
Prior to this, she acted as a president of the affluent/high net worth business and led the brand advertising and media as well as the Chase-branded Ultimate Rewards program.
In July 2006, Serra joined JPMorgan Chase from Merrill Lynch, where she was acting as a managing director and head of private client banking solutions.
