Gilson, who is currently retail sales director, has been handed the role of marketing director following the pro-motion of Dean Barrett to a European role at parent General Motors Europe. Gilson will report to Vauxhall's executive director of sales, marketing and aftersales, Bill Parfitt.
Gilson will manage a marketing budget of £61m (Nielsen Media Research) and oversee Vauxhall's roster agencies, Delaney Lund Knox Warren and Lowe. The two are currently pitching to launch the latest Tigra sports car.
He will also play a key role in fulfilling Vauxhall's aim to knock Ford from its position as the UK's bestselling brand.
The signs suggest it is well-placed to do so. Last year, Ford's UK sales dropped by 5.46% and its market share fell from 15.6% to 14.7%. By contrast, Vauxhall sales grew by 2.45% last year and its market share grew from 12.4% to 12.6%. Key to Vauxhall's ambitions will be the success of the new Astra, which launches this year.
Gilson's appointment follows Barrett's promotion to brand and product liaison director for GM Europe.
Barrett will be responsible for improving strategic liaison between Vauxhall and Opel, the brand which operates in mainland Europe.
Barrett, who ranked 70th in Marketing's Power 100, has been marketing director at Vauxhall for four years. Prior to that, he held a variety of positions at General Motors, including marketing services director at Vauxhall.
Vauxhall's most recent advertising is a TV campaign for the Corsa. The ad features five cars racing each other. It was created by DLKW and uses the strapline "Putting the fun back into driving".
Gilson will be replaced by Duncan Alfred, who is currently operations, services and order to delivery director.
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