Canfield, Ohio-based Handel’s Homemade Ice Cream has hired Hillary Frei is its new chief marketing officer. She reports to Jennifer Schuler, chief executive officer of the nearly 80-year-old company which operates at over 140 locations in 14 states throughout the USA as it continues to enter new territories and expand in existing ones.
“I am thrilled to have Hillary (pictured at far right in photo above) join our team. Her background in food and franchising, along with experience with classic brands like FAO Schwarz, and retro-inspired brands like Big Chill, make her a perfect fit for this role,” said Schuler (seen at far left in photo), “As a world-class marketer, she has been able to modernize and drive growth on several legacy brands while stewarding quality and honoring tradition.”
Before Handel’s, Frei served as head of marketing at Wetzel’s Pretzels, the restaurant chain known for soft, hand-rolled pretzels that are baked fresh and served at more than 420 locations. She helped drive strong sales growth and launched third-party delivery marketing for the Pasadena California-headquartered enterprise. While at FAO Schwarz she was general manager for one of the oldest and most iconic toy brands in the world.
Frei’s marketing and executive leadership experience also includes time as chief marketing officer at Big Chill Appliances, the first digitally native appliance company in the United States known for its retro-inspired design. During her tenure, she was instrumental in growing sales by over 25% annually.
“I am thrilled to be joining this amazing brand with such a rich history and bright future,” said Frei. “Handel’s compelling origin story combined with its incredible, handmade product and outstanding team make this a dream role.”
In other executive personnel news, the brand recently further bolstered its leadership team with the addition of Erin Snyder (pictured in middle of above photo) as vice president of franchise development. The restaurant business veteran brings nearly 20 years of experience from Papa John’s International, where she played a pivotal role in international and domestic growth, securing nearly 3,500 units within 15 years.
About the Company
Handel’s Homemade Ice Cream has been in the business of making and selling ice cream since 1945. The company was founded in Youngstown, Ohio by Alice Handel and Lenny Fisher, who grew the brand from a single scoop shop into a flourishing chain. Each batch ice cream is made using Alice’s original methods and recipes. Forty-eight flavors are available daily and more than 140 flavors that rotate seasonally.
