Wells Fargo named David Kowach head of Community Banking, Jim Hays president and head of Wells Fargo Advisors, Andy Rowe Enterprise Customer Excellence executive, and Elli Dai Small Business and Personal Lending Group executive.

Kowach, Rowe, and Dai will report to Mary Mack, head of Consumer Banking. Hays will report to Jonathan Weiss, head of Wealth & Investment Management.

Interim CEO Allen Parker said, “These new roles and leaders will help advance Wells Fargo’s top three priorities — focusing on our customers and team members, meeting the expectations of our regulators, and continuing the important transformation of the company. Our commitment to these priorities and to a new level of excellence in customer care is critically important, and I believe these leaders will help propel Wells Fargo forward. It is an enduring strength of our company that we have so many leaders who can draw upon vast experiences, passions and business capabilities to make us better while also helping us better serve our customers. David, Jim, Andy and Elli exemplify those characteristics, and I am grateful for the skills and perspectives they bring to these roles.”

In his new role, Kowach will be responsible for Regional Banking (including 5,400 Well Fargo bank branches), Distribution Strategies, Customer and Branch Experience, and Regional Services — providing leadership to approximately 68,000 team members.

Kowach has worked in the financial services industry for more than 28 years, most with Wells Fargo Advisors. Previously, he led the Private Client Group and Business Development. He also was head of National Sales at Evergreen Funds (a predecessor to Wells Fargo Asset Management).

Hays, based in St. Louis, assumes leadership of Wells Fargo Advisors. Hays has been with Wells Fargo for 14 years and most recently was head of the newly formed Private Wealth Financial Advisors group, a team of advisors in Wealth hubs who partner and collaborate on behalf of primarily high-net-worth clients. Previously, he led both the Private Client Group and Wealth Brokerage Services.

Rowe has led Customer Segments and the Consumer Strategy at Wells Fargo for two years. As executive of the new Enterprise Customer Excellence team, he will be responsible for leading and integrating the Consumer Strategy, the Customer Remediation Center of Excellence, the Enterprise Complaints Management Office, Conduct Management, and an enterprise customer experience system in partnership with the lines of business.

Previously, Rowe led Bank of America’s Retail Strategies and Solutions group and held leadership roles in its Consumer Deposits & Payments, Strategies Global Card Services and Consumer Finance groups. He joined Bank of America through its merger with MBNA.

Dai assumes leadership of the Small Business and Personal Lending Group, which is made up of Small Business, Wells Fargo Practice Finance, and the Personal Lending Group. Dai most recently was Human Resources senior leader for Wells Fargo’s Payments, Virtual Solutions, and Innovation business. Previously, she was head of Benefits, where she was responsible for the overall strategy, design and implementation of all benefits programs for Wells Fargo team members. Before joining Human Resources, she was a senior leader within Wells Fargo Institutional Retirement and Trust.