Know what you are negotiating
Pay is more than the base figure. Base pay, bonus, equity, benefits and the budget you control all have value. Before you talk, list which of these matter most to you and which you can trade. Our marketing salary guide explains each part.
Prepare evidence, not opinions
Employers pay for results they can repeat. Pick three achievements and write each in the same shape: the goal, what you did, the result and how you measured it. If you cannot share exact numbers, describe direction and scale in plain words.
- A channel you grew and how.
- A cost you reduced without hurting results.
- A project you led across teams. Add what you know about the role: the scope, the budget and the pressure points. Evidence tied to their needs is stronger than a generic list.
Talk about scope before the number
Ask what you will own, which goals you will be judged on and what budget and tools you control. A bigger scope supports a higher number, and a smaller scope explains a lower one. If the scope is vague, that is the first thing to settle.
Let the employer name a range first when you can
If you are asked for expectations early, say you want to understand the scope first, and ask for the range for the role. If you must answer, give a range anchored on the role and your evidence, with the number you really want near the bottom.
Handle variable pay carefully
A bonus is only worth what it can pay. Ask for the metric, the threshold, the payout date and what happens if targets change. A bonus that depends on revenue you do not control needs a clear attribution rule. Put it all in writing.
Negotiate the terms that are hard to change later
Notice period, non compete, equity vesting and severance are difficult to revisit. A salary can be reviewed at the next cycle. If the contract has a wide non compete, ask to narrow it by time, region and type of work.
Respond to the offer
Thank them, ask for the offer in writing and take a day to review. Then reply with your questions and a specific request. Keep the tone warm and the ask clear. If the answer is no on one item, ask whether they can move on another, such as a review at six months, a learning budget or extra time off.
Check the offer before you sign
Paste the written offer into Offer Check to see vague promises, one sided terms and the questions worth asking. If you are weighing a manager role, compare it with the marketing manager salary guide.
A short checklist
- Written range and structure of pay.
- Metrics and payout date for variable pay.
- Budget and tools for your channels.
- Notice period and non compete in plain terms.
- A review date. Good employers answer these without friction.