Choi’s appointment is effective today. She will serve a three-year term and will report to Ashley Alder, the regulator's chief executive officer.
She will be responsible for the authorisation and supervision of investment products and as a member of the SFC’s executive committee and the board, will be involved in policy formation.
Choi was previously senior director of investment products and was most recently appointed acting head of the investment products division after Julia Leung was appointed as executive director of the intermediaries division in June, the SFC said.
"Ms Choi has acquired a wealth of experience and expertise in the regulation of investment products during her 11 years with the SFC and I look forward to continue working closely with her in her new role," Alder said in a statement.