Handel’s Ice Cream Names New Chief Marketing Officer

CANFIELD, Ohio – Hillary Frei has been named chief marketing officer of Handel’s Homemade Ice Cream.

She joins CEO Jennifer Schuler and the Handel’s leadership team in growing the nearly 80-year-old brand, which was founded in Youngstown in 1945 and remains headquartered in the Mahoning Valley. 

The premium ice cream chain has more than 140 locations and continues to enter new territories and expand its footprint in existing ones, according to a news release from the company.

Schuler described Frei as “a perfect fit” for Handel’s because of her background in the food industry and franchising, and her experience with classic brands such as FAO Schwarz and retro-inspired brands like Big Chill.

“Hillary has been able to modernize and drive growth on several legacy brands while stewarding quality and honoring tradition,” Schuler said. “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 its soft, hand-rolled pretzels that operates more than 420 locations.

Frei previously led e-commerce for FAO Schwarz as general manager for the iconic toy brand. Through FAO.com, she grew revenue by over 40%, expanded operating income and improved all key performance indicators.

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,” Frei said. “Handel’s compelling origin story combined with its incredible, handmade product and outstanding team make this a dream role.”

In addition to hiring Frei, Handel’s recently bolstered its leadership team with the addition of another experienced food franchise leader, naming Erin Snyder vice president, franchise development. Tasked with harnessing the growing franchisee interest in the brand, Snyder brings nearly 20 years of franchise development experience from Papa John’s International, where she played a role in international and domestic growth, securing nearly 3,500 units within 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 Handel’s roadmap for growth.”

Handel’s currently operates in 14 states and continues to expand across markets.

Published by The Business Journal, Youngstown, Ohio.