Alabama-headquartered Regions Bank has appointed John Owen as head of business lines, responsible for consumer services and lending, wealth management and business services.

He is charged with fostering “greater innovation and effectiveness across all business lines” at the bank, it said.

As part of the reshuffle, Regions’ chief marketing officer Scott Peters succeeds Owen as head of consumer services. Meanwhile, Keith Herron, who joined the bank in 1988, has been appointed head of strategic planning and execution, reporting to chief administrative officer David Edmonds. Herron is responsible for implementing the company’s strategic priorities more quickly, including cross-selling, account retention and service quality.

Regions has also divided its geographical structure into three areas: East, South and Mid-America.

Brett Couch oversees East, which is headquartered in Tampa and covers Florida (excluding the Florida Panhandle), East Tennessee, Georgia, North Carolina, South Carolina and Virginia.

John Turner leads the South region, which is headquartered in Birmingham and includes Alabama, South Louisiana, Mississippi and the Florida Panhandle.

Ronnie Smith is in charge of Mid-America, which is headquartered in Nashville and includes Middle and West Tennessee, Texas, North Louisiana, Missouri, Arkansas, Indiana, Kentucky, Illinois and Iowa.

“As we focus on prudent growth we are fine tuning our organization to better integrate and execute our strategic priorities across all business lines and geographies,” said Grayson Hall, president and chief executive.

In June 2011 the bank created a new wealth management unit, integrating its trust, private banking, and insurance operations, and appointing Bill Ritter to lead the unit.