Citroen DS Jules TilstoneCitroen UK head of marketing Jules Tilstone has been promoted to global head of marketing for the DS brand – making it the second big promotion in recent weeks for a UK Citroen product chief.

Tilstone follows Citroen UK MD Linda Jackson to France; Jackson is now CEO of the Citroen brand.

The ‘Brand DS’ division is a new part of the business, under the ‘Back in the Race’ development plan initiated by PSA CEO Carlos Tavares. By separating DS from Citroen more completely, it is hoped DS can move upmarket and Citroen can grow as a ‘generalist’ brand.

Tilstone will be responsible for marketing strategy, advertising and digital marketing for the DS brand, says Citroen.

As his new position starts with immediate effect, he has also immediately been replaced in the UK, by Helen Bradshaw. She moves up after being head of national and dealer advertising for the past few years, after previously spending eight years with Peugeot UK marketing.