Name: Hillary Frei
New title: Chief marketing officer, Handel’s Homemade Ice Cream
Previous title: Head of marketing, Wetzel’s Pretzels
Frei joined the ice cream chain a few months after it hired Jennifer Schuler as its CEO. The brand, which has over 140 locations, is entering new markets and expanding within existing trade areas with a steady franchise pipeline, according to the press release announcing Frei’s appointment. The ice cream chain expects to surpass $130 million in systemwide sales this year, up from $29 million in 2019.
In Frei’s previous position at Wetzel's, she helped boost sales growth, increased brand awareness, launched third-party delivery marketing and spearheaded its catering channel.
Her past positions include experience with digital channels: Frei previously led e-commerce at FAO Schwarz as general manager. In that role, she grew revenue by 40%, expanded operating income and improved key performance indicators, per the press release. She also worked as CMO at Big Chill Appliances, a digitally native appliance company.
“Hillary has been able to modernize and drive growth on several legacy brands while stewarding quality and honoring tradition,” Schuler said in a statement. “She is a world-class marketer and unwavering brand steward.”
In addition to adding Frei to its executive team, Handel’s recently appointed Erin Snyder as vice president of franchise development. She will focus on growing franchisee interest in the brand. Snyder has considerable franchise development experience with Papa John’s International, where she helped bolster international and domestic growth and secured about 3,500 units during 15 years.
“I am honored to have Erin, and Hillary help steer Handel’s toward a very exciting future for our guests and franchisees,” Schuler said. “They have both been instrumental in large franchisee systems and will leverage that expertise in building Handels roadmap for growth.”
