Friedrich Air Conditioning Co. has promoted Holly Beck to director of marketing. Beck previously served as marketing manager for the company.

Beck will manage corporate and product marketing initiatives for the company, including branding, public relations, advertising strategy and implementation, major account strategy and product marketing program initiatives.

“As director of marketing, Holly will be instrumental in helping drive the continued expansion of Friedrich’s market share and customer base,” said TJ Wheeler, Friedrich’s vice president of marketing and product management. “Holly is a true pro with exceptional product expertise and strategic marketing know-how — both of which are top priorities for this role.”

Beck has been with Friedrich since 2011, serving as its product manager for five years before being promoted to marketing manager in 2015. Prior to joining Friedrich, she worked as a product manager for Eye Care Centers of America.