Hillary Frei has led some of the country’s most iconic and enduring consumer brands including Cheerios, FAO Schwarz and Wetzel’s Pretzels. As a full stack marketing executive, she’s trained in finance and maintains a passion for brand building with an outstanding track record of revenue growth.
Hillary attended Georgetown University, where she graduated with an honors degree in Finance. During her time at Georgetown, she chaired the Annual Parents Weekend, interned for Merrill Lynch, and studied abroad at Georgetown’s international finance program at Oxford University. After completing her education at Georgetown University, Hillary began her career on Wall Street as an investment banking analyst at Ryan, Beck & Company ,before going on to secure an MBA from the University of Texas at Austin.
Hillary began her marketing career at consumer-packaged goods giant General Mills in Minneapolis, Minnesota, where she worked for six years and managed several brands, including Honey Nut Cheerios, Cinnamon Toast Cereal, Chex Mix, and Progresso Soup. Hillary distinguished herself in her first year at General Mills, winning the Cereal Division’s Innovation Award. In her second year, she received the Meals Division’s Award for Financial Performance.
Hillary returned to her hometown of Las Vegas, Nevada to marry her husband and take the role of Vice President of Marketing at Pediped Footwear, the country’s second-largest children’s shoe company where she delivered double-digit annual growth during her five-year tenure. She was then recruited to serve as Chief Marketing Officer — and promoted later to President — at Big Chill Appliances where she grew sales over 25% annually and forged partnerships with the interior design elite including Nate Berkus, Leanne Ford and Grace Mitchell.
In 2022, Hillary became the General Manager of FAO Schwarz where she ran FAO.com. Hillary grew revenue over 40% in that role, expanded operating income and improved all site KPIs. She was then appointed to be the Chief Marketing Officer of Wetzel’s Pretzel where she oversaw marketing, advertising and development advertising for the 450-store restaurant chain.
Hillary currently serves as the Chief Marketing Office of Handel’s Ice Cream where she leads consumer marketing for the 80-year-old legacy brand.
Hillary is married to Jon, a 25-year veteran and retired Fire Chief with the Clark County Fire Department and has two sons Charlie and Henry. She serves on committees to support the Nevada Discovery Children’s Museum and Georgetown Alumni Association.
