Handel’s Homemade Ice Cream, which has been serving handmade ice cream since 1945, has announced the appointment of Hillary Frei as their new Chief Marketing Officer (CMO). Frei will join CEO Jennifer Schuler and the leadership team to help grow the nearly 80-year-old brand, which currently operates over 140 locations and is steadily expanding into new markets through a robust franchise pipeline.
“I’m thrilled to have Hillary on board! Her background in food and franchising, along with her experience working with classic and retro-inspired brands like FAO Schwarz and Big Chill, makes her an ideal fit for this role,” said Jennifer Schuler, CEO of Handel’s Homemade Ice Cream. “Hillary has modernized and driven growth for several legacy brands, all while maintaining their quality and honoring their tradition. She’s a world-class marketer and a dedicated brand steward.”
Prior to joining Handel’s, Frei served as the Head of Marketing at Wetzel’s Pretzels, a popular restaurant chain known for its freshly baked, hand-rolled pretzels served in over 420 locations. At Wetzel’s, she helped fuel strong sales growth, increased the brand’s visibility, launched third-party delivery marketing, and spearheaded the company’s catering efforts. Frei also previously led e-commerce for FAO Schwarz, one of the most iconic toy brands in the world, growing revenue by over 40% and improving key site metrics during her time as General Manager.
Frei’s marketing and executive leadership experience also includes her role as Chief Marketing Officer at Big Chill Appliances, a digitally native appliance company known for its retro-inspired designs. During her tenure, she grew sales by more than 25% annually and formed partnerships with renowned interior designers such as Nate Berkus, Leanne Ford, and Grace Mitchell.
“I am excited to join such an iconic brand with a rich history and a promising future,” said Hillary Frei, CMO of Handel’s Homemade Ice Cream. “Handel’s has a compelling origin story, an outstanding team, and an exceptional, handmade product. This is truly a dream role.”
In addition to Frei, Handel’s recently strengthened its leadership team with the hiring of Erin Snyder as Vice President of Franchise Development. Snyder brings nearly 20 years of experience in franchise development, including her pivotal role at Papa John’s International, where she helped secure nearly 3,500 new units over 15 years. Snyder will focus on harnessing the growing franchise interest in Handel’s.
“We all share a passion for the brand and its mission, and we’re confident that the strong franchise unit economics and available growth opportunities make for a great recipe for success,” Schuler added. “I’m honored to have both Erin and Hillary on our team, guiding Handel’s toward an exciting future for both our guests and franchisees.”
Handel’s currently operates in 14 states and is expanding its presence with a focus on offering high-quality ice cream made fresh daily, along with classic favorites and innovative, nostalgia-inspired flavors for guests to enjoy.
