Marketing Manager

Sales, Marketing, and Customer Service

Description

Marketing managers plan, organize, and implement advertising campaigns and promotional materials to boost public interest in products and services to enhance brand recognition with the goals of supporting business growth and increasing their employer’s market share.

Strong analytical skills are essential for marketing managers to successfully evaluate the competitiveness of their company’s products and services in the overall market. They also monitor and identify trends in customer preferences, evaluate customer feedback, and assess the effectiveness of their marketing campaign. Marketing managers then creatively use the insights gathered from these analyses to design compelling promotional programs with interesting and engaging content in a variety of formats including text, videos, digital media, and print content. They also support innovation and development of new products and services and inform the company’s sales and marketing strategies. 

Marketing managers need to be organized to effectively plan, direct, and oversee project activities, including assigning staff, coordinating resources, and managing budgets. They are responsible for proofreading and editing promotional materials to ensure accuracy, so it is necessary for them to be detail-oriented. Teamwork skills are essential to both motivate their marketing staff to achieve targeted goals as well as to establish good relationships with media outlets and collaborate with members of other departments within their organization, such as sales personnel, engineers, product development teams, or technical writers. 

Verbal and written communication skills are critical for marketing managers since they are involved with the flow of information through a product’s life cycle – from conception and development through advertising, sales, and training. They must be able to express technical information to a variety of stakeholders through sales presentations, product demonstrations, instructional materials, and press communications. 

Marketing managers typically work in an office setting, but they may also need to travel to meet with vendors and media representatives. They work full-time and may need to work extra hours to meet deadlines.

Job Outlook

According to the New York State Department of Labor, there are approximately 21,700 marketing managers in New York State. Opportunities for employment are expected to be favorable through 2028 – the Department projects this occupation to grow by 1,850 jobs across all industries between 2018 and 2028.

Entering the Field

Marketing managers typically need to have a bachelor’s degree in marketing, along with at least five years of relevant experience in advertising, marketing, or sales. Within the HVAC/R field, having existing industry knowledge and familiarity with the mechanical equipment and systems is valuable to employers, some of whom indicated a preference for candidates with a master’s degree (or noted that a graduate degree might substitute for several years of experience.) Many candidates build experience in related roles such as marketing analysts, marketing coordinators, or even sales representatives or sales engineers. Some candidates without a bachelor’s degree, but with considerable work experience, may also qualify for the job. For example, an experienced HVAC/R service technician could advance over time to work as a cost estimator or sales representative and, eventually, to a senior marketing position.

Marketing managers who must travel to in-person meetings will need a valid New York State driver’s license.

Wages

In New York State, the median wage for marketing managers is approximately $183,300. Entry-level workers earn about $123,800 and experienced workers earn about $233,800.

Annual Wage (Q1 2021 dollars, rounded to 100s) – Statewide and by Labor Market Region

Region	Entry	Median	Experienced
New York State	$123,800	$183,300	$233,800
Capital Region	$91,000	$133,500	$171,300
Central New York	$94,600	$142,900	$195,000
Finger Lakes	$88,900	$133,400	$165,400
Hudson Valley	$115,700	$171,800	$221,100
Long Island	$100,800	$158,800	$213,200
Mohawk Valley	$101,700	$154,800	$203,600
New York City	$132,800	$191,500	$242,200
North Country	$92,100	$147,100	$197,600
Southern Tier	$118,300	$179,200	$228,800
Western New York	$87,300	$140,600	$181,100

Source: New York State Department of Labor, Occupational Employment and Wage Statistics Survey, SOC Code 11-2021 (Marketing Managers)

Employers

Marketing managers within the HVAC/R field may be employed by any companies that sell the equipment and services needed to operate HVAC/R systems, including manufacturers and providers of facility management services such as HVAC maintenance. In 2020, companies that manufacture HVAC/R equipment posted more online job advertisements than any other type of company. In addition to the job title “marketing manager,” some positions are advertised with job titles that reference product development, such as “product manager” or “director of product.” Searching online job advertisements for those job titles and keywords such as “HVAC,” “heating,” “cooling,” “ventilation,” “refrigeration,” and “marketing” can help identify opportunities to work as a marketing manager in the HVAC/R field. 

Labor Unions

Marketing managers are typically not union members.

Education and Training Programs

Colleges and universities that have some of New York State’s largest bachelor’s and master’s degree programs in marketing (based on the number of degrees awarded) are listed in the table below. Other schools may offer business degrees where students can concentrate in marketing. Some community colleges offer associate degrees in these areas of study and the credits earned might be applicable toward a bachelor’s degree. Check with local educational institutions for additional program availability.

Educational Institution	Department	Certificate	Associate	Bachelor	Master	PhD
Capital Region
Siena College	School of Business	No	No	•Yes	No	No
The College of Saint Rose	Huether School of Business	No	No	•Yes	No	No
Central New York
Le Moyne College	Madden School of Business	No	No	•Yes	•Yes	No
SUNY College at Oswego	School of Business	No	No	•Yes	No	No
Syracuse University	Whitman School of Management	No	No	•Yes	•Yes	No
Finger Lakes
Nazareth College	School of Business & Leadership	No	No	•Yes	•	No
Roberts Wesleyan College	School of Business	No	No	•Yes	•Yes	No
Saint John Fisher College	School of Business	No	No	•Yes	No	No
SUNY College at Brockport	School of Business & Management	No	No	•Yes	No	No
Hudson Valley
Iona College	LaPenta School of Business	No	No	•Yes	•Yes	No
Manhattanville College	Academic Programs	No	No	•Yes	•Yes	No
St. Thomas Aquinas College	School of Business	No	No	•Yes	•	No
SUNY at New Paltz	School of Business	No	No	•Yes	No	No
Long Island
Adelphi University	School of Business	No	No	•Yes	No	No
Hofstra University	Zarb School of Business	No	No	•Yes	•Yes	No
Molloy College	School of Business	No	No	•Yes	•Yes	No
Stony Brook University	College of Business	No	No	No	•Yes	No
SUNY College at Old Westbury	School of Business	No	No	•Yes	No	No
New York City
Berkeley College	Midtown Manhattan Campus	No	•Yes	•Yes	No	No
Fordham University	Gabelli School of Business	No	No	•Yes	•Yes	No
Pace University	Lubin School of Business	No	No	•Yes	•Yes	No
St. John’s University	The Peter J. Tobin College of Business	No	No	•Yes	No	No
Wagner College	Business Administration	No	No	•Yes	•Yes	No
Yeshiva University	Academics and Research	No	No	•Yes	•Yes	No
North Country
SUNY College at Plattsburgh	School of Business & Economics	No	No	•Yes	No	No
Southern Tier
Binghamton University	School of Management	No	No	•Yes	No	No
Western New York
Canisius College	The Richard J. Wehle School of Business	No	No	•Yes	No	No
Niagara University	College of Business Administration	No	No	•Yes	No	No
St. Bonaventure University	School of Business	No	No	•Yes	No	No

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