He will report to Mark Zanoli, head of technology investment banking for the Americas.
Frisch spent 13 years in the UBS research group before moving to Morgan Stanley as a senior research analyst for the computer services and IT consulting businesses.
In his new role, Frisch will focus on East Coast technology clients. He also will work with UBS’ financial institutions group in the transaction processing and payments businesses.
Frisch and Aryeh Bourkoff, UBS’s head of investment banking for the Americas, previously worked together as technology, media and telecommunications research analysts at the Swiss bank from 2002 to 2006.
In recent months, UBS has added new bankers to its technology, media and telecom team, including Rich Eisenberg, Jeff Berson and Riyad Shahjahan.
UBS will also have to fill out other areas of investment banking, including power and utilities and metals and mining after losing several senior bankers in recent months.
(Reporting by Nadia Damouni. Editing by Robert MacMillan)