MSA development and communications director Ben Taylor has been named as the new Rally GB boss.
In addition to his current role within the MSA, Taylor will become managing director of International Motor Sports, the commercial arm of British motorsport.
It is under that remit that Rally GB - along with the sporting organisation of the British Grand Prix - falls.
Taylor replaces Andrew Coe at the head of Britain's round of the WRC. Coe departed the organisation at the end of last week.
Taylor said: "I am thrilled to have been given this exciting opportunity to extend the MSA's development work into a fuller commercial brief.
"In particular, I look forward to working with the IMS team and everyone involved in the organisation of Wales Rally GB to build on the great platform of last year's event.
"We have a fantastic long-term partner in the Welsh Government, whose commitment last year made such an impact on the success of the rally.
"We look forward to working with them to integrate the rally further into the fabric of the country and demonstrate the extraordinarily positive impact that motorsport events can have on a region."
MSA and IMS chairman Alan Gow said Taylor's new job underlined the governing body's commitment to the future.
"This restructuring is important for the MSA's strategic development," said Gow.
"We recognised the need to put the growth and development of the sport at the heart of the governing body's activities, whilst also integrating many of the programmes and commercial opportunities.
"Ben has done an excellent job heading up the MSA's development activity, creating a new department and establishing dynamic programmes that evolve year on year.
"He has a wealth of experience, not just from within motorsport, and this promotion is a natural extension of his current role.
"I am certain that he will lead IMS with real vigour and continue to serve the sport with great success."
Taylor is the man responsible for the MSA's Go Motorsport campaign and the driving force behind the current campaign to bring about legal change allowing expanded closed-road motorsport.