Ice cream brand executive most recently headed marketing at Wetzel’s Pretzels
Handel’s Homemade Ice Cream has named Hillary Frei as chief marketing officer, the company said Tuesday.
The Canfield, Ohio-based company, founded in 1945, has more than 140 locations.
“I am thrilled to have Hillary join our team. Her background in food and franchise, plus her experience with classic brands, like FAO Schwarz, and retro-inspired brands like Big Chill, make her a perfect fit for this role,” Jennifer Schuler, Handel’s CEO, said in statement. “Hillary has been able to modernize and drive growth on several legacy brands while stewarding quality and honoring tradition. She is a world-class marketer and unwavering brand steward.”
Before Handel’s, Frei served as head of marketing at Wetzel’s Pretzels, the restaurant chain known for its soft, hand-rolled pretzels. Frei previously led e-commerce for FAO Schwarz as general manager and worked with Big Chill Appliances.
"I am thrilled to be joining this amazing brand with such a rich history and bright future,” Frei said.
In addition to Frei, the brand recently bolstered its leadership team with the addition of another experienced food franchise leader, Erin Snyder, as vice president of franchise development.
“We all share a passion for the brand, its mission, and confidence that the compelling franchisee unit economics and whitespace are a recipe for growth,” continued Schuler. “I am honored to have Erin and Hillary help steer Handel’s toward a very exciting future for our guests and franchisees. They have both been instrumental in large franchisee systems and will leverage that expertise in building Handel’s roadmap for growth.”
Handel’s currently operates in 14 states and was founded in Youngstown, Ohio.
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