On my Zodiacs I've used grey International Danboline bilge paint. It happens the grey looks very close to the Zodiac original. It's fuel/oil resistant and hard wearing. It covers well and brushes out to a nice finish which they call high sheen, this is some way between satin and gloss being very similar to the finish found on inflatable boat wooden parts from new.
After swapping the transom wheels on my sib I epoxy filled the old holes, made a decent job of rubbing down then a single "primer" coat of Danboline on the defect areas plus a final coat all over the transom. Now it looks very smart and original.