Wetzel’s Pretzels Names New Chief Marketing Officer

Pasadena-based Wetzel’s Pretzels on Wednesday announced the selection of a new chief marketing officer.

Kim Freer has been named to the position, the company said in a written statement.

Wetzel’s Pretzel’s representatives described Freer as a “marketing powerhouse,” with a long and recognized history as a leader in the restaurant industry.

“Freer brings a wealth of franchise marketing experience across a portfolio of nationally recognized brands,” the statement said. “In her new role with the iconic pretzel brand, Freer will support its continued growth, with enhancements to its menu, ease of ordering and digital infrastructure.”

Freer said she had long been a fan of the company, as well as its pretzels.

“I’ve always admired Wetzel’s Pretzels for its crazy good food and distinctive voice. It’s a beloved, established brand that continues to innovate and iterate,” she said.

“We’re making our fresh made and fresh squeezed menu items available in a variety of flavors, and adapting our concept into various formats,” Freer said. “Fans continue to rave about their Wetzel’s experience, so we’re on a mission to make enjoying a hot pretzel even easier and more convenient than ever before.”

Freer’s experience includes managing marketing for thousands of Subway restaurants during the chain’s height, as well as leading brand marketing for Blaze Fast-Fire’d Pizza as the company grew from 26 to 345 locations spread across 41 states and six countries, according to Wetzel’s Pretzels.

“Most recently, she served as CMO at Yoshinoya Japanese Kitchen, where she launched off-premise sales channels, including the brand’s first mobile app and loyalty program, resulting in record sales,” the statement said.

Company CEO Kenniger Schuler welcomed Freer to her new position.

“As a former chief marketing officer at Wetzel’s Pretzels, this role has a special place in my heart, and I know that we can expect big things from Kim,” she said. “Not only is Kim joining Wetzel’s during a time of great growth, but we’re excited to tap her experience and continue to bring pretzels to the people in inventive new ways.”

More information on Wetzel’s Pretzels can be found on the company’s website at wetzels.com.