Is my equity compensation fair/normal?

Hi I have been offered a job with a startup and, as I have never had anything to do with startups before, I have no idea if what I am being offered is normal/fair. Gut feel is that it is, but would love some opinion from the market before I go ahead. I don't want to put a load of work in only to resent it down the line, so just checking..
The company is a media agency and has been going for a couple of years. They have decided on a particular growth strategy whereby they will create some separate companies under the existing company as a holding company. So I have been approached to start a new specialist company within this structure.
The main company is largely funded/started by the CEO, and there are 3 other board members whose equity ranges between 5-10%.
I would be the MD of the new company and equity would start at 5%, vested for 3 years, but would rise to 7.5% and then 10% but based on turnover/growth milestones, which are a stretch but not impossible. A further jump to 12.5% is achievable but pretty tough. I am not investing/funding anything.
The remaining e.g. 90% equity goes to the holding company to be split between those founders according to their percentages.
Does this sound normal?
The company is a media agency and has been going for a couple of years. They have decided on a particular growth strategy whereby they will create some separate companies under the existing company as a holding company. So I have been approached to start a new specialist company within this structure.
The main company is largely funded/started by the CEO, and there are 3 other board members whose equity ranges between 5-10%.
I would be the MD of the new company and equity would start at 5%, vested for 3 years, but would rise to 7.5% and then 10% but based on turnover/growth milestones, which are a stretch but not impossible. A further jump to 12.5% is achievable but pretty tough. I am not investing/funding anything.
The remaining e.g. 90% equity goes to the holding company to be split between those founders according to their percentages.
Does this sound normal?
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