Hillary Frei Joins Handel’s Homemade Ice Cream as CMO
Hillary Frei Appointed as Chief Marketing Officer at Handel’s
Handel’s Homemade Ice Cream, renowned for its delicious handmade treats since 1945, is taking bold steps forward by bringing onboard Hillary Frei as their new Chief Marketing Officer. As part of the leadership team alongside CEO Jennifer Schuler, Frei is set to play a pivotal role in continuing the brand’s expansion through innovative marketing strategies and initiatives.
Exciting Growth and Expansion ahead for Handel’s
With nearly 80 years under its belt and over 140 locations, Handel’s is on a path toward an exciting future. The brand is not only focused on maintaining quality but also on entering new markets to establish a dominant presence. As the franchise pipeline remains steady, the introduction of Hillary Frei is expected to invigorate their marketing strategies and enhance brand visibility.
Jennifer Schuler’s Confidence in Frei
Jennifer Schuler, the CEO of Handel’s, expressed her enthusiasm about Hillary’s arrival, stating, “Her impressive background in food franchises and her experience with historic brands uniquely position her to lead our marketing efforts. Hillary not only knows how to drive growth but also understands the importance of quality and tradition, which is vital to our legacy.”
Hillary’s Impressive Background
Before her tenure at Handel’s, Frei showcased her marketing acumen at Wetzel’s Pretzels, where she significantly contributed to its sales growth and brand recognition. Her strategic initiatives included launching third-party delivery services and enhancing the brand’s catering options. Furthermore, her leadership as General Manager at FAO Schwarz, one of the oldest toy brands globally, saw her increase revenue by an astounding 40%. This kind of performance is exactly what Handel’s needs as they look to elevate their brand further.
Experience with Big Chill Appliances
Frei’s credentials don’t stop with Wetzel’s. She also served as the Chief Marketing Officer at Big Chill Appliances, a company renowned for its unique retro-inspired designs. During her time there, Frei not only increased sales by over 25% annually, but she also developed partnerships with top interior designers, further showcasing her market expertise.
A Vision for the Future of Handel’s
Frei herself voiced her excitement, stating, “Joining a brand with such a passionate history and bright future is thrilling. The compelling origin story of Handel’s, combined with their outstanding handmade products and a stellar team, makes this role a dream come true for me.”
Handel’s homemade ice cream is known for its rich flavor profiles and fresh ingredients, made daily in each location. Beyond just expanding their market presence, the brand aims to enhance its product offerings, ensuring customers can enjoy classic favorites alongside innovative new flavors.
Enhancing Leadership Team With Erin Snyder
Alongside Hillary Frei, Handel’s has further strengthened its leadership by adding Erin Snyder as Vice President of Franchise Development. With nearly two decades of experience in franchise growth at Papa John’s International, Snyder’s insights will be invaluable as she focuses on expanding the franchise system to meet increasing market demand.
Strategic Vision and Goals
Schuler continued to express her optimism, stating, “With both Erin and Hillary on board, we believe that their passion for the brand combined with their extensive experience will bring immense value as we navigate our growth trajectory.” Handel’s aims to leverage these insights to tap into the growing interest among potential franchisees.
Handel’s and Its Commitment to Quality
Currently operating in 14 states, Handel’s prides itself on the freshness and quality of its products. Each batch of ice cream is manufactured using Alice's original recipes, reflecting the brand's deep commitment to maintaining tradition while evolving its offerings to meet customer expectations. With 48 flavors available daily and additional seasonal options, there is always something new for patrons to enjoy.
The company has received significant recognition: it was listed among the Top 400 franchises in the United States and acclaimed by TasteAtlas as one of the top 100 most iconic ice creams globally. Furthermore, accolades from National Geographic and USA Today place Handel’s at the forefront of the industry.
For those interested in franchise opportunities, Handel’s offers an attractive model that has proven successful and beloved by communities across the nation. Their operational success and commitment to quality have set them apart in the dessert landscape, making it an ideal time for growth.
Frequently Asked Questions
1. Who is the new Chief Marketing Officer for Handel’s?
Hillary Frei has been appointed as the new Chief Marketing Officer for Handel’s Homemade Ice Cream.
2. What prior experience does Hillary Frei have?
Hillary Frei previously served as Head of Marketing at Wetzel’s Pretzels and was General Manager at FAO Schwarz.
3. How many locations does Handel’s currently have?
Handel's has over 140 locations across 14 states.
4. What is the commitment of Handel's to its products?
Handel’s is committed to using fresh ingredients and making each batch of ice cream daily, preserving quality and tradition.
5. How has Handel’s been recognized in the industry?
Handel’s has been listed in the Franchise Times' Top 400 list and recognized by TasteAtlas for having one of the top 100most iconic ice creams.
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