Handel’s Homemade Ice Cream Names Hillary Frei Chief Marketing Officer

“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,” said Jennifer Schuler, CEO of Handel’s Homemade Ice Cream. “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 their soft, hand-rolled pretzels that are baked fresh and served hot for guests to enjoy. At Wetzel’s, she helped drive strong sales growth and increased the brand’s share of voice. She also launched third-party delivery marketing and spearheaded the company’s catering efforts.

Frei previously led e-commerce for FAO Schwarz as General Manager for one of the oldest and most iconic toy brands in the world. Through FAO.com, she grew revenue by over 40%, expanded operating income, and improved all site KPIs.

Her marketing and executive leadership experience also includes time as Chief Marketing Officer at Big Chill Appliances, the country’s first digitally native appliance company known for its retro-inspired design. During her tenure, Frei grew sales by over 25% annually and forged partnerships with the interior design elite including Nate Berkus, Leanne Ford, and Grace Mitchell.

"I am thrilled to be joining this amazing brand with such a rich history and bright future,” said Hillary Frei, CMO of Handel’s Homemade Ice Cream. “Handel’s compelling origin story combined with its incredible, handmade product and outstanding team make this a dream role.”

In addition to Hillary Frei, the brand recently bolstered its leadership team with the addition of another experienced food franchise leader, Erin Snyder as Vice President, Franchise Development. Snyder brings nearly 20 years of franchise development 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.