The serf's master was a lord. This was not always a title with a specific rank attached to it, so it could have applied to a knight, or even a person of no title at all.
The person who organized serfs was often called a reeve. This person was appointed by the lord or elected by the serfs with the lords final approval, depending on the traditions at the particular manor. The reeve was often a serf himself, and acted as the representative of the other serfs to the lord, and of the lord to the other serfs. His job also included assignment of jobs and land.
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The serfs
Serfs just what you asked in your question. Sometimes they were referred to as villain.
It was called the code of chivalry.
serfs
They're called villeins or serfs, they both have the same meanings. A serf or villein is an un-free peasant bound to a particular land and owned by their Feudal lord.