She will preside over the East and West Midlands, South Wales and Anglia, and commence her role on 20 January.
Williams will now be responsible for developing the regions, managing relationships with members, and promoting the benefits of BIBA membership. She will report to Nicola Maguire, who is head of commercial at BIBA.
Williams will be replacing Sue Dimmock in the role, who is set to retire from the association in June.
Steve White, BIBA CEO, said: “Juliet is an excellent acquisition for us, not only does she have a great insurance knowledge; she has an in-depth understanding of broker needs, having had a highly successful broking career in a number of firms.”
Williams said: “I’m thrilled to be joining the BIBA team. There is so much that BIBA can help its members with and I’m looking forward to getting out and about to meet members listen to their views and advise them about work BIBA does for them.”