Before you apply for a new role, it’s important to prepare for marketing salary negotiations and learn how to pursue fair pay with practical, realistic guidance.
Whether you work in SEO, PPC, or somewhere in between, salaries remain a contentious topic.Â
They are often hard to discuss, difficult to quantify, and challenging to change.
While many resources cover salary negotiations in general, this article focuses specifically on negotiating pay for marketing roles.
Difficulties with marketing salaries
Several factors make marketing roles harder to benchmark than many other professions, complicating salary expectations and negotiations.
No industry standard
Unlike fields with national governing bodies and defined career grades, marketing lacks standardization.Â
This makes it difficult to align salary bands across companies or compare roles on an equal footing.
Inconsistent job titles
Job titles in marketing vary widely.Â
A VP of marketing at one company may perform duties similar to a junior account manager elsewhere, while in another organization, the title represents the most senior marketing leader.
Because titles are used inconsistently, it can be challenging to assess role seniority and determine which salary ranges are appropriate.
Major market shifts in recent years
Marketers who last negotiated pay during the COVID-driven digital boom of 2020-2021 may find today’s job market markedly different.
Just five years ago, businesses rapidly shifted to online-first marketing, driving strong demand for digital talent.Â
Performance and organic marketers benefited from a candidate-favorable market, with new roles being created, frequent poaching, and rising salaries.
Today, conditions have changed. The rise of AI, global economic uncertainty, and company downsizing have reduced salary pressure for many marketing roles.Â
There is also more uncertainty around job stability, leading fewer marketers to change roles unless necessary.
As a result, the salary levels seen in 2020-2021 are largely a thing of the past.Â
Well-paid marketing roles still exist, but they are harder to find. That reality should inform your salary negotiations, not discourage them.
Some marketing channels can be misunderstood
Less marketing-savvy companies often advertise a single role intended to cover three or more distinct specializations, typically at bottom-of-the-market pay.
Even organizations that better understand marketing skill sets may struggle to grasp the full complexity and breadth of knowledge required to perform a role effectively.Â
This can lead to significant undervaluation of marketers.
Given that marketing salaries can be difficult for employers to navigate, how can you ensure you are fairly compensated for your experience and expertise?
The following nine tips can be broadly grouped into four areas:
- Know what you bring to the table.
- Know what is…
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