1. Professional Profile of
Helen de Chalain
Results Driven Management Professional
I have a passion for bringing consumers and brands together
I am driven by a need to continually improve and am highly goal orientated
I understand my role within the business and how to add value
I strive for leadership excellence
Character Strengths
Passion – pushing for positive results with energy and enthusiasm
Drive – consistently putting in focused, single-minded efforts to achieve objectives
Determination – never giving up, overcoming obstacles and developing winning teams
My Future
Everyday I get up and challenge myself to go out and learn something new. I am never satisfied
with where I am, I am only satisfied by knowing where I want to be and working towards that. I
love being a leader in an organisation and I strive to make a positive difference and inspire people
everyday!
Personal Details:
Surname de Chalain (nee Beaver)
First Name Helen
Nationality South African
Equity Status White Female
DoB 11 May 1974
Residential Area Sunninghill Gardens
Mobile No. +27 82 774 6992
Email helen@dechalain.com
Home Language English
Transport Mode Own
Driver’s License Code 08

2. Educational Background/Qualifications:
Qualification
Completed
Educational
Institution
Start Date Completion
Date
Matric Rosebank Convent 1992
Diploma in Business
Management
South African Institute
of Management
1993 1993
UNISA Bachelor of
Commerce
1994 1997
SAPICS BPIM (Basics in
Production and
Inventory
Management)
1998 1998
COSCHEM Cosmetic Science - 1st
Year
1999 1999
Certificate in
Human Nutrition (in
progress)
Health Academy
(Australia - online)
2013 Current
Computer Literacy Skills:
MS Office
Outlook
Internet Explorer
Career Path & Key Roles:
Company Dates of Employment Current/Last Position Held
McCain Foods SA May 2008 – Feb 2012
Feb 2008 – Apr 2008
Marketing Director SA
Marketing Manager Retail
Kellogg Co of SA Jan 2007 – Jan 2008
Feb 2004 – Dec 2006
Marketing Services Manager
Group Brand Manager: Kids
Kraft Foods SA Oct 2002 – Jan 2004
Sept 2000 – Sept 2002
Senior Brand Manager – Biscuits
Brand Manager - Confectionery
Carson Products Ltd Jul 1998 – Aug 2000 Brand Manager – Ethnic Hair Care
Amka Products Dec 1997 – Jun 1998 Assistant Brand Manager - Hair

3. Key Experience & Achievements
McCain Foods SA: Feb 2008 – Feb 2012
Marketing Director:
In my latest role I was employed as the Marketing Director for McCain Foods South
Africa. McCain is the leading frozen Vegetable and Potato product manufacturer in South
Africa. The McCain brands include Young & Tender, Harvestime, Real Ovenbake and
HomeFries all of which are Market leaders in their categories and respective markets.
McCain is also the biggest supplier of Fries to the Food Service and QSR (quick service
restaurants) industry, globally and in South Africa.
I was responsible for the entire Marketing function, including Brand Marketing (Retail
and Food Service), Innovation, Research & Development, Consumer Affairs and
Integrated Business Strategy. The business achieved annual net sales of R1.6 billion (YE
2011) and a Marketing spend budget of R65 million. I managed a team of 15 people (4
direct). I had full Exco responsibility, attending regional monthly board meetings and
regularly presenting and engaging with global business leaders.
In my role as Marketing Director, I helped structure and build a team of competent
people who were passionate and driven to achieve results. I implemented structures and
processes which helped instill a sense of discipline and accountability amongst my team. I
aggressively incorporated performance management practices in order to raise the bar
and achieve performance driven behaviour. Along with my team, we earned respect for
the Marketing function within the business by making commercially sound, and often
tough decisions. Through my leadership I ensured that the McCain brands were
strategically well positioned in order to maximise profitable growth in the future, this
was evident by the turn around in category and market share growth during my tenure,
driven by the McCain brands.
As a Director of the McCain business, it was my objective to provide a good example of
what a leader should be. I achieved this by challenging my peers and superiors in a
professional and respectful manner when I felt it necessary. I ensured that I understood
the impact Marketing has on the rest of the business and vice versa – this enabled me to
achieve greater focus and support from other functions towards becoming a truly
market-facing organisation. True to my own personal value and belief system, I conduct
myself in an ethical manner and adhere to the principles of good corporate governance.
Reason for leaving McCain Foods: relocated to Zambia with my family
References:
1. Philip Nieman: +27 (82) 4988491; Position at McCain: Managing Director; currently
MD at Coca-Cola Fortune
2. Heidi Staydt: +27 (84) 6063636; Position at McCain: Head of Talent Acquisition;
currently Group Talent Manager at Mindcor

4. Kellogg co of SA: Feb 2004 – Jan 2008
Marketing Services Manager:
The Kellogg co of SA is the leading Ready to Eat Cereal (RTEC) manufacturer in South
Africa. The Kellogg Company is renowned for its excellent Marketing capability both
globally and in South Africa. In SA Kellogg’s owns 70% of the total RTEC category with
well established brands such as Corn Flakes, All-Bran, Special K, Rice Krispies and Coco
Pops.
The Marketing Services Manager role was a newly created position which incorporated
Innovation, Research and Media. I was tasked with consolidating, coordinating and
leading these functions under one roof to ensure more efficient and effective support
systems for Marketing.
Reason for leaving Kellogg co of SA: Opportunity for career growth at McCain
References:
1. Jeswin Leckram: +27 (82) 5786490; Position at Kellogg co of SA: Marketing
Director; currently Head of Marketing at Monash University
2. Marlinie Kotiah: +27 (71) 3552842; Position at Kellogg co of SA: ; currently Snr
Manager Health Affairs, Regulatory and Nutrition at Danone SA
Group Brand Manager Kids RTEC (Kellogg co of SA):
In my role as Group Brand Manager for the Kids RTEC category I was responsible for Rice
Krispies, Coco Pops, Frosties, Froot Loops and Strawberry Pops which had a combined
market share of 80% within the Kids RTEC category. In my tenure as GBM I needed to
develop a totally new strategy and approach to marketing Kids RTEC since the category
was declining at a rapid rate as the “health” trend emerged and impacted consumer
behaviour. A new way of “thinking” and “doing” resulted in a turn-around on market
share declines and consumer perceptions towards the Kellogg kids RTEC brands.
Kraft Foods SA: September 2000 – January 2004
Senior Brand Manager:
At Kraft Foods I managed Oreo, Chips Ahoy!, Crackermates, Riviera and Golden Harvest.
Oreo is Kraft’s biggest cookie brand globally but was a very small entity in South Africa.
With a sophisticated production line and a strong brand proposition, it was my objective
to grow the Oreo brand in South Africa. I developed a long-term plan for innovation and
communication role out in order to grow the brand in the South African market.
Reason for leaving Kraft Foods: Opportunity for career growth at Kellogg co of SA more
appealing
Brand Manager (Kraft Foods SA):

5. Kraft Foods bought Nabisco in 2000 and acquired their biscuit, confectionery, baking aids
and beverage brands. I was responsible for managing the Super C, LifeSavers, Beechies,
Care*Free and Ice Breakers brands. I successfully re-launched Sugus and Tendermints
(Kraft brands manufactured previously under license by Beacon).
Carson Products: July 1998 – August 2000
Brand Manager:
Carson Products is the largest manufacturer of ethnic hair care and toiletry products in
South Africa and Africa. I launched the Johnson haircare range in South Africa and Africa.
Johnson’s Ultrasheen is the number 1 selling hair relaxer in the African continent. I also
managed Restore Plus, a local brand which is the second largest ethnic hair care brand
after Dark & Lovely.

6. Kraft Foods bought Nabisco in 2000 and acquired their biscuit, confectionery, baking aids
and beverage brands. I was responsible for managing the Super C, LifeSavers, Beechies,
Care*Free and Ice Breakers brands. I successfully re-launched Sugus and Tendermints
(Kraft brands manufactured previously under license by Beacon).
Carson Products: July 1998 – August 2000
Brand Manager:
Carson Products is the largest manufacturer of ethnic hair care and toiletry products in
South Africa and Africa. I launched the Johnson haircare range in South Africa and Africa.
Johnson’s Ultrasheen is the number 1 selling hair relaxer in the African continent. I also
managed Restore Plus, a local brand which is the second largest ethnic hair care brand
after Dark & Lovely.