The position is currently being filled on an interim basis by 2011 HBAA chair Juliet Price, but after an internal review the association has decided it needs an "industry figurehead at its helm to help drive objectives and industry positioning".
Chris Parnham, HBAA chair, said: "At the beginning of the year, Peter Ducker left some big shoes empty, which, since being appointed interim executive director, Juliet Price has been filling extremely well.
"The executive director is the only paid board position within the association, and the enhanced role reflects the sweeping changes we are driving through this year. It presents the successful candidate with a unique industry position, voice and opportunity to make a difference."
The successful candidate will have "significant industry experience at a senior level", the HBAA said.