Asking for a pay rise in marketing: the script that works

Most people in marketing are brilliant at selling things. Products, services, events, other people. Ask them to sell themselves in a pay review, though, and suddenly it’s sweaty palms, a rehearsed speech that comes out in one breath and a “sorry, I know it’s probably not a good time”.

As Chief of Staff, I see these conversations from the business side of the table. I can tell you that the requests that work aren’t the bravest or the loudest. They’re the best prepared. Here’s the script, and the groundwork that makes it work.

The ask starts weeks before the meeting

A pay rise conversation shouldn’t come as a surprise to your manager. The best time to plant the seed is a few weeks before. Something as simple as “I’d love to talk about my progression and pay at my next review, could we make time for that?” gives them the chance to prepare, check budgets and maybe speak to whoever signs things off.

Ambushing someone at the end of a one to one puts them on the back foot. People on the back foot say “let me think about it”, and “let me think about it” often turns into nothing.

What evidence should you bring?

“I feel like I deserve more” is understandable, but it’s hard for a manager to take that to a director. “Here’s what I’ve delivered” is much easier. Start keeping a wins list now, if you haven’t already. A note on your phone is fine. Add to it every time something goes well.

• Results. Campaigns you ran and what they achieved: enquiries, sales, sign-ups, growth.
• Responsibility. New clients, accounts or channels you’ve taken on since your pay was last set.
• Skills. Anything new you’ve learned and now use, like video editing, paid ads or reporting.
• Praise. Lovely emails from clients, shout-outs from colleagues, good feedback in reviews.

Marketing is great for this because so much of it can be measured. Use that. Numbers are hard to argue with.

You’re not asking for a favour. You’re presenting a business case.

Do you know your number?

Walk in with a figure in mind, not “a bit more”. Look at what similar roles are paying in your area and at your level. Recruitment agencies publish yearly salary guides, and job adverts for similar roles near you are a useful reality check too. Then decide two things before the meeting: the number you’ll ask for and the lowest number you’d be happy with.

Ask for a specific amount rather than a range. If you say “somewhere between £30,000 and £33,000”, the person across the table will usually hear £30,000.

The script

You don’t have to read it word for word. Put it in your own voice. But this shape works because it’s calm, clear and easy to say yes to.

1. Open with what you enjoy. “Thanks for making time. I really enjoy working here and I want to keep growing with the team.”
2. Show what’s changed. “Since my salary was last reviewed, I’ve taken on three new client accounts and started running our paid social. I’ve brought a summary of the results.”
3. Make the ask. “Based on that, and on what similar roles are paying, I’d like to ask for my salary to move to £[YOUR NUMBER].”
4. Stop talking. This is the hard bit. Let the silence sit. Don’t fill it with apologies or reasons it’s fine if they say no.
5. Agree the next step. “What would you need from me to make that happen, and when could we come back to it?”

If the answer is “not right now”

Sometimes the budget genuinely isn’t there, and a “no” today doesn’t have to be a “no” forever. Don’t leave the room empty-handed, though. Ask what you’d need to achieve for the answer to be yes, and agree a date to come back to it, ideally within three to six months. Then put it in writing in a short follow-up email so you both remember what was agreed.

You can also ask about things other than salary. Training, a better job title, extra holiday, flexible working or a clear plan for your next step can all be worth a lot. Just don’t let them replace a pay conversation that should still happen.

Things to avoid

• Comparing yourself to a colleague. Focus on your own work, not what someone else is paid.
• Personal reasons as the main argument. Rent and bills are real, but the case that works is about your value to the business.
• Threats you don’t mean. Only mention another offer if you have one and you’d actually take it.
• Doing it over email. Book a proper conversation, then follow it up in writing.

Asking for more money never feels completely comfortable, and that’s okay. Most managers would much rather have an honest, well-prepared conversation than find out a good person has quietly started job hunting. Go in prepared, keep it about the work and remember that asking is a normal part of a career, not a cheeky one.