Want to earn more money at work? Of course you do. For our collection The Top Up, Canadians throughout totally different industries inform us precisely how a lot they earn—and the way they navigated each increase, promotion and job change to get it. Each month, a distinct govt shares their journey and their greatest recommendation for how one can higher negotiate your wage, too. This month, a Toronto-based search engine marketing strategist tells CB how he emigrated to Canada from India and went from making $48,000 to US$200,000 at a tech firm in lower than six years.
Want to assist raise the veil on salaries in your {industry}? Email us at [email protected] to share your story anonymously with our readers.
Current job title: Director of net and digital advertising
Industry: SaaS
Location: Toronto
First full-time job wage: $4,300 in early 2013 as a reporter for a B2B publication in India
I did my bachelor’s diploma in commerce, then I did a grasp’s diploma in journalism and communications. Once I graduated, in 2013, I used to be employed as a reporter by a media-industry publication based mostly in Mumbai to write down about issues like mergers and acquisitions. I used to be provided a wage of 264,000 rupees a 12 months, which is the equal of about $4,300—that was in keeping with the typical beginning wage for journalists in India on the time. So I didn’t negotiate the pay in any respect; I simply wished to get my foot within the door and be taught. The price of residing in India is considerably decrease than Canada, so it’s just like incomes a $45,000 entry-level journalism wage. Plus, I residing with my dad and mom on the time, which decreased my price of residing.
First increase: $1,070 in mid-2013, bringing wage to $5,400
In India, it’s widespread to get a increase after your probation interval ends. So, after 4 months, in August 2013, my office provided me a $325 increase to $4,600. I felt like that improve was insignificant. I used to be performing properly in my position and thought I deserved extra based mostly on the metrics I contributed to, together with the rise in web page views, new customers, e-newsletter subscribers and time spent on the web site. Based on that knowledge, I requested for $5,400 whole compensation, they usually agreed.
Second increase: $1,400 in 2014 as senior editor, bringing wage to $6,800
The publication’s founder noticed potential in me as a pacesetter of an editorial workforce. So he made me the senior editor of one other web site on the firm which targeted on animations, gaming, comics and know-how, and I bought a pay bump. I interviewed founders about their journeys and realized how they arrange their studios, together with artistic facets of the {industry}, like how visible results are performed in a film.
Third increase: $5,200 in 2015 as chief editor of content material and business improvement bringing wage to $12,000
I used to be gaining extra expertise in my position and my boss wished to retain me. In 2015, they provided me a increase to $11,700 to tackle the position of chief editor of content material and business improvement. I’d be liable for hiring and coaching journalists in addition to sourcing new business offers. I countered with $12,000—an affordable ask, contemplating that I used to be serving to generate income. I knew the corporate was worthwhile. I helped rebrand and overhaul the web site, so I had a whole lot of accountability.
Second job wage: $16,000 in 2016 because the lead digital strategist for a movie manufacturing firm in India
After working with the identical firm for 3 years, I used to be prepared to maneuver on. I had saved up a bit of cash, so I resigned with out having a brand new job lined up. Luckily, after a couple of weeks, somebody in my community reached out about a chance. He labored for a movie manufacturing firm they usually wished to rent me, however they weren’t positive what the position can be. Initially, they thought head of PR and company communications. But I informed them that my pursuits have been in increasing their worldwide business improvement digitally. So we agreed on the title of lead digital strategist. I overhauled their web site and managed their social presence. They provided $13,800, however I requested for $16,000. It was a quantity that I felt was acceptable having 5 years of labor expertise, they usually agreed.
Related: I Got a Salary Offer That’s Way Too Low. What Can I Do?
Third job wage: $48,000 in 2017 as a contract product advertising coordinator
While I used to be working with the movie manufacturing firm, I went to a convention in Montreal and I fell in love with the nation. I wished to discover a technique to transfer to Canada, so I reached out to individuals in my community that labored for firms with ties to North America. One of these connections labored out. He was fairly excessive up on the Canadian workplace of an organization that made graphics playing cards and semiconductors. He bought me an interview with the director of software program advertising and I landed a job as a product advertising coordinator, based mostly in Toronto. I arrived within the fall of 2017 to begin work. They provided me a wage of $48,000 for a one-year contract and I didn’t negotiate since I wished to get my foot within the door. I believed it was a good begin for my first position in Canada. [Did they sponsor his visa? I think that’s an important detail to include.]
Fourth job wage: $60,000 in 2018 as a senior digital producer for a knowledge encryption firm
When my contract was ending, I spoke to my supervisor about extending it, however he mentioned it wasn’t potential as a result of the mission I used to be employed for had completed. So I started making use of for different jobs. Initially, I used to be declined for a digital producer position at a B2B SaaS knowledge encryption firm. But their first candidate backed out on the final minute. Three days after turning me down, they got here again and provided me the job. Over the cellphone, they initially provided a wage of $55,000 however I negotiated as much as $60,000. That was in keeping with the {industry} normal, based mostly on my analysis. I countered over the cellphone, in that very same dialog, they usually agreed to my ask straight away.
My position was creating white papers and internet hosting webinars for the corporate to be seen as a thought chief within the {industry}. Unfortunately, after 4 months, I used to be referred to as into HR and laid off. It wasn’t based mostly on my efficiency; they only mentioned the position was being made redundant they usually couldn’t justify my place any longer. They gave me six weeks of severance, however I used to be nonetheless fairly disenchanted.
Related: This 20-Something Communications Pro Nearly Tripled Her Salary By Becoming a Consultant
Fifth job wage: $70,000 in 2018 as an search engine marketing and web site specialist for a cloud-based learning-management firm
After I used to be let go, I took a while off and went again to India to see my household. I returned to Canada on the finish of summer time to job hunt once more. I made a decision to pivot to search engine marketing. Given my content material background and expertise, I believed that positioning myself as an search engine marketing specialist would give me a bonus within the job market; I knew content-led search engine marketing specialists are helpful within the tech market as they work with product and gross sales groups to herald new clients.
After rebranding myself, I landed a job as an search engine marketing and web site specialist for a start-up in Toronto. They provided $62,500 and I countered with $70,000, based mostly on {industry} requirements for that position, which they agreed to. I used web sites like Glassdoor and Payscale, and {industry} studies from Robert Half International and Randstad, to find out {industry} charges.
I used to be a part of the corporate’s web site rehaul, and I developed a key phrase optimization and content material technique. I labored intently with the product and advertising groups to make sure touchdown pages for brand spanking new merchandise can be launched on time, and wrote blogs for the content material workforce.
Sixth job wage: $80,000 as a senior search engine marketing strategist at a B2B SaaS advertising company
After a 12 months with the start-up, I requested for a promotion and lift, however it by no means occurred. I wished to turn into a senior search engine marketing strategist and web site supervisor, with a wage of $90,000 to $100,000. The chief income officer mentioned that I had business case for a increase based mostly on my contributions, however that he’d need to undergo some crimson tape. He stored delaying the promotion, so, about two years in, I checked out alternatives elsewhere.
I bought provided a place as a senior search engine marketing strategist at a advertising company that labored with high-growth start-ups. They got here in at $75,000, however I requested for $80,000 as a result of based mostly on my market analysis, $80,000 was aligned with the {industry} charges. I additionally felt $10,000 was the minimal increase I wanted to justify transferring to a brand new firm. Part of my interview course of included a technical presentation, and because it went properly, they agreed to my ask of $80,000.
Seventh job wage: $110,000 in 2021 as the pinnacle of search engine marketing for an affiliate internet marketing company
I wasn’t searching for one other job, however somebody from the hiring workforce of an affiliate-marketing company reached out to me over LinkedIn. I believed it’d be subsequent position for me since I’d be transferring right into a management position and managing a workforce of 5. They mentioned their wage vary for the place was $90,000 to $120,000. I requested for $110,000 since I didn’t have expertise managing individuals. Looking again, I feel I had a little bit of imposter syndrome. I went again to my present employer with the brand new job provide to see if they might match it, however they couldn’t. The greatest they might do was put me on a roadmap to get to $110,000 in six months, which wasn’t assured. I figured it was time to maneuver.
The firm does affiliate internet marketing for crypto, hashish and sports-betting firms. My workforce and I managed the technical well being of our purchasers’ web sites and decided when new content material was required. We’d run A/B assessments to determine the right way to optimize their websites and enhance their rating in search engines like google, and we’d analyze their competitors to make sure our purchasers’ would come out on high.
Eighth job wage: US$155,000 plus a $15,000 bonus in 2022 because the natural development lead for a generative AI SaaS firm
After a couple of 12 months with the affiliate internet marketing company, a hiring supervisor at a generative AI firm reached out over LinkedIn for a espresso chat. I used to be intrigued—preferred the concept of going again to the model aspect and dealing for a SaaS firm, which I loved in my earlier position.
The firm was based mostly within the U.S., so the wage they provided was larger since American tech firms usually pay greater than Canadian ones. Because they reached out to me, I figured I might leverage their curiosity. They provided US$150,000 however I negotiated my wage as much as US$155,000 plus a US$15,000 bonus based mostly on efficiency. In my position, I labored intently with the product advertising, gross sales and buyer success groups to create excellent buyer profiles, advertising methods and decide what messaging to make use of on our web site. I optimized pages on the web site for particular key phrases and ensured they have been aligned with product messaging. I additionally labored with PR businesses to do outreach and sit in on gross sales calls to know what content material resonated with potential purchasers.
First increase: US$10,000 base plus US$20,000 bonus in 2023, bringing base wage to US$165,000 and bonus to US$35,000 because the director of net and digital advertising
I used to be performing rather well in my job. Traffic to our web site had doubled in six months. So, a couple of 12 months into my the position, I used to be promoted to a management place because the director of net and digital advertising. They provided me a increase, bringing my wage to US$165,000. I wished to earn a complete of US$200,000, so I requested for US$175,000 as my base wage with a bonus of US$25,000. We settled on US$165,000 base and US$35,000 bonus. My bonus is predicated on my workforce’s efficiency: I now handle a workforce of 4 and I take care of the web site’s search engine marketing, content material and paid search via advertisements on web sites like Google and LinkedIn.
Best negotiation tip: Know what you’re value
When I used to be negotiating my salaries and promotions, I knew what worth I delivered to the desk. When I had a confirmed background and outcomes, asking for extra compensation grew to become a better dialog to have. I’d additionally do market analysis to see what the salaries have been for comparable roles. And, for those who’re being recruited, use it to your benefit. You have the higher hand since there’s already one thing about your work expertise that the corporate likes. So be daring and be assured.
Source: canadianbusiness.com