CANFIELD, Ohio – Handel’s Homemade Ice Cream has announced the appointment of Hillary Frei as its new chief marketing officer. Frei will work alongside CEO Jennifer Schuler and the leadership team to drive growth for the nearly 80-year-old brand, which originated in Youngstown in 1945 and remains headquartered in the Mahoning Valley.
The premium ice cream chain boasts over 140 locations and is actively expanding into new markets, as well as increasing its presence in existing ones, according to a company news release.
Schuler praised Frei’s fit for the role, highlighting her extensive background in the food industry and franchising. Frei has previously worked with renowned brands, including FAO Schwarz and the retro-inspired Big Chill. “Hillary has been able to modernize and drive growth on several legacy brands while stewarding quality and honoring tradition,” Schuler stated. “She is a world-class marketer and unwavering brand steward.”
Before joining Handel’s, Frei was the head of marketing at Wetzel’s Pretzels, a popular chain known for its soft, hand-rolled pretzels with over 420 locations. She also served as general manager for FAO Schwarz, where she successfully increased e-commerce revenue by over 40% and improved key performance indicators.
Frei’s marketing expertise extends to her role as chief marketing officer at Big Chill Appliances, where she achieved over 25% annual sales growth and established partnerships with notable interior designers, including Nate Berkus and Leanne Ford.
“I am thrilled to be joining this amazing brand with such a rich history and bright future,” Frei said. “Handel’s compelling origin story combined with its incredible, handmade product and outstanding team make this a dream role.”
In addition to Frei’s appointment, Handel’s has strengthened its leadership team by naming Erin Snyder as vice president of franchise development. With nearly 20 years of experience from Papa John’s International, Snyder will focus on capitalizing on the growing interest in Handel’s franchise opportunities.
“I am honored to have Erin and Hillary help steer Handel’s toward a very exciting future for our guests and franchisees,” Schuler remarked. “They have both been instrumental in large franchise systems and will leverage that expertise in building Handel’s roadmap for growth.”
Currently, Handel’s operates in 14 states and is committed to further expansion across various markets.
