Fieth currently heads the members and operations department at the Institute of Chartered Accountants in England and Wales (ICAEW) and has spent over a decade at the trade body.
He replaces long-serving director-general Adrian Coles, who announced his decision to step down in January, and Fieth will take up the role on 1 December 2013.
Fieth said that he would try and build the role that building societies play in the UK financial services landscape.
“Building societies and other mutual lenders and deposit takers play a vital role in the financial services sector in the UK,” he said.
“They are important to consumers and communities; contribute to financial stability and have a role to play in the growth and well-being of the UK economy. I am delighted to have been given the opportunity to lead the trade body that represents the sector at a time characterised by great opportunity and significant challenge.”
BSA Chairman David Cutter added: “I am looking forward to welcoming Robin to the BSA. Not only the depth and breadth of his skills and experience, but his zest for this new role are impressive.
“Mutuals are different to banks and there is a real opportunity to further promote this point at a time when consumers are factoring standards and ethics into their buying decisions alongside rate, product, service and access.
“At the same time we are faced with the backdrop of a sluggish economy, a continued ultra-low Bank Base Rate and an ever increasing regulatory burden. Robin and his team will be working closely with members to overcome these obstacles and promote our challenger status.”
