How This Toronto-Based SEO Strategist Quadrupled His Salary by Joining a U.S. Firm
Want to make more cash at work? Of course you do. For our sequence The Top Up, Canadians throughout completely 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 special govt shares their journey and their finest recommendation for how one can higher negotiate your wage, too. This month, a Toronto-based web optimization 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 internet 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 primarily based in Mumbai to write down about issues like mergers and acquisitions. I used to be provided a wage of 264,000 rupees a yr, which is the equal of about $4,300—that was in step with the common beginning wage for journalists in India on the time. So I didn’t negotiate the pay in any respect; I simply needed to get my foot within the door and be taught. The value of dwelling in India is considerably decrease than Canada, so it’s just like incomes a $45,000 entry-level journalism wage. Plus, I dwelling with my mother and father on the time, which decreased my value of dwelling.
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 effectively in my function and thought I deserved extra primarily based on the metrics I contributed to, together with the rise in web page views, new customers, publication subscribers and time spent on the web site. Based on that information, I requested for $5,400 whole compensation, and so they 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 crew. So he made me the senior editor of one other web site on the firm which centered on animations, gaming, comics and know-how, and I bought a pay bump. I interviewed founders about their journeys and discovered how they arrange their studios, together with inventive facets of the {industry}, like how visible results are accomplished 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 function and my boss needed to retain me. In 2015, they provided me a increase to $11,700 to tackle the function of chief editor of content material and business improvement. I might be answerable 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 number of weeks, somebody in my community reached out about a chance. He labored for a movie manufacturing firm and so they needed to rent me, however they weren’t certain what the function could be. Initially, they thought head of PR and company communications. But I instructed 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, and so they 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 needed to discover a approach to transfer to Canada, so I reached out to folks in my community that labored for corporations 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 task as a product advertising coordinator, primarily based in Toronto. I arrived within the fall of 2017 to start out work. They provided me a wage of $48,000 for a one-year contract and I didn’t negotiate since I needed to get my foot within the door. I believed it was an honest begin for my first function 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 an information 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 undertaking 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 function at a B2B SaaS information 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 telephone, they initially provided a wage of $55,000 however I negotiated as much as $60,000. That was in step with the {industry} normal, primarily based on my analysis. I countered over the telephone, in that very same dialog, and so they agreed to my ask straight away.
My function 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 known as into HR and laid off. It wasn’t primarily based on my efficiency; they simply mentioned the function was being made redundant and so they couldn’t justify my place any longer. They gave me six weeks of severance, however I used to be nonetheless fairly dissatisfied.
Related: This 20-Something Communications Pro Nearly Tripled Her Salary By Becoming a Consultant
Fifth job wage: $70,000 in 2018 as an web optimization 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 web optimization. Given my content material background and expertise, I believed that positioning myself as an web optimization specialist would give me a bonus within the job market; I knew content-led web optimization specialists are invaluable within the tech market as they work with product and gross sales groups to herald new prospects.
After rebranding myself, I landed a job as an web optimization and web site specialist for a start-up in Toronto. They provided $62,500 and I countered with $70,000, primarily based on {industry} requirements for that function, which they agreed to. I used web sites like Glassdoor and Payscale, and {industry} stories 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 carefully with the product and advertising groups to make sure touchdown pages for brand spanking new merchandise could be launched on time, and wrote blogs for the content material crew.
Sixth job wage: $80,000 as a senior web optimization strategist at a B2B SaaS advertising company
After a yr with the start-up, I requested for a promotion and lift, nevertheless it by no means occurred. I needed to develop into a senior web optimization strategist and web site supervisor, with a wage of $90,000 to $100,000. The chief income officer mentioned that I had an excellent business case for a increase primarily based on my contributions, however that he’d should undergo some purple tape. He saved delaying the promotion, so, about two years in, I checked out alternatives elsewhere.
I bought provided a place as a senior web optimization 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 primarily based 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 effectively, they agreed to my ask of $80,000.
Seventh job wage: $110,000 in 2021 as the pinnacle of web optimization for an internet affiliate marketing company
I wasn’t searching for one other job, however somebody from the hiring crew of an affiliate-marketing company reached out to me over LinkedIn. I believed it’d be an excellent subsequent function for me since I might be transferring right into a management function and managing a crew 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 folks. Looking again, I believe I had a little bit of imposter syndrome. I went again to my present employer with the brand new job supply to see if they might match it, however they couldn’t. The finest 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 internet affiliate marketing for crypto, hashish and sports-betting corporations. My crew 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 exams to determine how you can optimize their websites and enhance their rating in serps, 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 yr with the internet affiliate marketing company, a hiring supervisor at a generative AI firm reached out over LinkedIn for a espresso chat. I used to be intrigued—favored the thought of going again to the model facet and dealing for a SaaS firm, which I loved in my earlier function.
The firm was primarily based within the U.S., so the wage they provided was larger since American tech corporations sometimes pay greater than Canadian ones. Because they reached out to me, I figured I may 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 primarily based on efficiency. In my function, I labored carefully with the product advertising, gross sales and buyer success groups to create ideally suited 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 companies 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 internet and digital advertising
I used to be performing very well in my job. Traffic to our web site had doubled in six months. So, a couple of yr into my the function, I used to be promoted to a management place because the director of internet and digital advertising. They provided me a increase, bringing my wage to US$165,000. I needed 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 crew’s efficiency: I now handle a crew of 4 and I take care of the web site’s web optimization, content material and paid search by adverts 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 neater dialog to have. I might 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.
