Confidence, resilience, and results

“You’ll never be able to do it.” Those were the discouraging words from a male colleague when Helena Kershoff was appointed branch manager of UD Trucks in Worcester, Western Cape. But as COLIN WINDELL reports, she has proven him completely wrong.

Helena Kershoff’s career in the trucking industry began humbly, first as a receptionist and then as a service advisor, before she eventually moved up to branch administrator. When the company was sold to a larger group, she moved with it, and  the cycle was repeated when the branch was sold first to AAD in Cape Town, and then to JB’s Trucks, the UD Trucks dealer in the Mother City, in 2020.

“So, I’ve been sold three times with the company,” she laughs. “The Worcester service branch originally operated out of a good-sized building that we rented. But when the landlord chose not to renew, we had to relocate to smaller, temporary premises, which needed the full cooperation of all our staff.”

Kershoff is frank by nature and brushed off the disparaging comment from her colleague, although she admits that being a woman in the trucking industry brings unique challenges, as the field remains heavily male-dominated.

“The bottom line is you have to be confident in what you’re doing,” she says. “So yes, I stay focused and let my performance and results speak for me. Confidence in yourself is essential; without self-belief, you won’t survive in this industry.”

Kershoff emphasises the importance of surrounding herself with mentors, colleagues, and peers who support her ambitions and offer guidance, advice, and encouragement. “When confronted with stereotypes directly, diplomacy is crucial. I tried that approach; it worked, and I proved myself through example. My advice to other women is know your worth, don’t be afraid to assert yourself, seek mentors, be a mentor, and advocate for yourself. Resilience is the key and when you succeed, pay it forward.”

For Kershoff, every day is different, making planning nearly impossible in the face of unforeseen challenges. “My role involves being a brand manager, as well as taking on responsibilities in leadership, strategy, team building, customer service, and operational management. It’s challenging but rewarding, and you have to adapt throughout the day,” she says.

With her son newly married and out of the house, Kershoff shares her home with her husband and two dogs, which has eased the work-life balance compared to younger women with small children. “For any woman aspiring to a career in this industry, a solid support system is vital, both professionally and personally. Without my team, I really couldn’t manage. I’m lucky to have a strong team I can trust with key tasks, so I can step away when necessary without fear of things falling apart. On the home front, I have my husband’s full support,” she emphasises.

While Kershoff remains modest about her achievements, her dedication is clear. Fostering a culture of inclusion and diversity is a priority for her because it not only enriches the workplace, but also drives innovation and success.

“I’ve focused on enhancing customer service training, teaching the team to listen actively to each customer’s unique needs, offer tailored solutions, and resolve issues promptly. We strive to keep customers informed throughout the service or sales process, building trust and satisfaction,” she says.

She credits UD Trucks for its commitment to empowering women in the industry. “Looking ahead, women will play a central role in transforming the trucking industry, driving innovation, and representing leadership equally. To achieve this vision, we must continue to advocate for change, supporting women at every stage of their careers and challenging the industry to become more inclusive,” she stresses. “The landscape is changing rapidly and I believe more women will enter the trucking industry and excel in a variety of roles.” That’s certainly what she has done…