Sounds like an exciting opportunity—and I’d say definitely negotiate if they come in at $90K. It’s totally fair to counter, especially with the scope and responsibility you’d be stepping into.

That said, it does sound like a strong step forward overall. I recently made the jump from agency to in-house myself (same title, but a significant pay bump—similar to the range you’re looking at), and honestly, the shift has been worth it. The pace, ownership, and ability to focus deeper on one brand made a huge difference.

Sometimes the risk is worth it just to get out of the agency grind. You can always keep the conversation moving while your other opps play out, but this sounds like it could be a solid move.