Ireson, formerly head of dealer operations, replaces Mark Simpson, who is to lead the sales office in Ford Russia, following the creation of a new joint venture between Ford and Russian manufacturer Sollers.
As part of the reshuffle, Andy Barratt has been appointed sales director, replacing Jon Wellsman, who becomes director of Ford of Britain’s Customer Service Division.
Ovenden, a former Ford of Britain marketer, himself only returned to Ford's UK operation earlier this month following a three-year stint working for Ford in Russia.
He left in 2008 to head the manufacturer's marketing in Russia, before becoming managing director and president of Ford Russia.
Ovenden said: "This appointment means that Mark [Simpson] can deploy his considerable sales and marketing expertise to maximum benefit.
"At the same time, continuity is being retained to a large extent in the core team in Britain, Ford's biggest European sales market, as it works to grow Ford's UK sales leadership."
Simpson previously held the role of marketing communications director for Ford of Europe, before taking up the UK position in 2008.
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