I founded Freshwater Marketing to provide small- to mid-sized B2B companies the executive marketing leadership they need during pivotal points in their growth story.


During my 15 years leading marketing and sales for high-growth industrial B2B companies with single-digit profit margins, I learned to execute high-performance marketing strategies on a limited budget. But for many companies, the overhead of even a single marketing employee can be difficult to absorb – let alone that of a CMO or VP of Marketing.


And yet, it is those firms with great growth potential but limited overhead budgets who need marketing leadership the most; these are the firms Freshwater Marketing is here to support. 

For 15 years Hillary Femal has led marketing and sales teams in the packaging, distribution, and warehouse services industries. Hillary served as Vice President of Global Marketing for IFCO, the leading global pooler of reusable plastic containers for fresh products, overseeing marketing, branding, and communications for 50+ countries throughout Europe, North America, South America and Asia. Prior to this role, she held various marketing and business development roles at IFCO North America, beginning in 2004.


In her most recent corporate position as VP of Sales and Marketing for the nation’s largest recycled pallet company, 48forty Solutions, Hillary was responsible for the post-acquisition re-branding of the company (formerly CHEP Recycled Pallet Solutions) and for building the company’s marketing capabilities from the ground up.


Hillary served two terms as Chair of the Reusable Packaging Association, as well as various other board positions and committee leadership roles. She also served on the United Fresh Produce Association’s Foundation Board of Trustees.


Hillary is a graduate of the University of Virginia’s McIntire School of Business, earned her MBA from the University of Florida’s Warrington College of Business, and holds a Digital Marketing Certificate from the University of Vermont. She is an alumna of the United Fresh Produce Association’s Produce Industry Leadership Program (Class 19) and the United Fresh Produce Executive Development Program at Cornell University.

Hillary Femal, Principal

Freshwater Marketing

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