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I think 10% is very fair - and a good starting place, especially since your boss initiatives the convo about roles and other teams.
To continue, I was wanting to add that when I started they started me off a little low compared to what I was finding on Glassdoor and market standards. I am expecting to get my yearly 3% raise in the next month or so. My job would likely transition to this new role at the start of the year. I think a 10% raise would be fair but don’t want to rub them the wrong way, should I ask for 5%? This is my first corporate job so I’m learning the way of the road
Go for 10% raise. If they dont agree with it, renegotiate at 7% and then maybe at 5%.
Start with why you think you are worth that 10% bump. They would what to hear your justification before they can hand you the raise. Best of luck man!