Ohio-based Handel’s Homemade Ice Cream, serving handmade ice cream since 1945, has named Hillary Frei as CMO.
“I am thrilled to have Hillary join our team,” CEO Jennifer Schuler said in a company press release. “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. 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.”
Frei served as head of marketing at Wetzel’s Pretzels, which has 420 locations, where she launched third-party delivery marketing and spearheaded the company’s catering efforts. Frei previously led e-commerce for FAO Schwarz as GM. Through FAO.com, she grew revenue by over 40%, expanded operating income and improved all site KPIs, according to the release.
“I am thrilled to be joining this amazing brand with such a rich history and bright future,” Frei said in the release. “Handel’s compelling origin story combined with its incredible, handmade product and outstanding team make this a dream role.”
In addition to Frei, the brand recently bolstered its leadership team with the addition of Erin Snyder as VP of franchise development. Schuler joined the company as CEO in March 2024.
