Dave Culbertson

Current

• Owner at LightBulb Interactive

Past

• Business Development Manager at AFS WEB
• Senior Manager, Web Advertising & Operations at America Online
• Senior Manager, Private Label Websites at America Online

• Manager, Financial and Travel Websites at America Online
• Manager, Aviation and Travel Services at CompuServe
• Product Marketing Specialist, Aviation and Travel Services Group at CompuServe
• Product Support Associate, Aviation and Travel Services Group at CompuServe
• Supervisor, Customer Support at CompuServe
• Customer Support Representative at CompuServe

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Education

• The University of British Columbia
• The Ohio State University

Recommended

6 people have recommended Dave

Connections

349 connections

Industry

Internet

Websites

• My Company
• My Blog

Dave Culbertson’s Summary

I started my Internet / online career in 1990 with CompuServe, the pioneering online service that paved the way for AOL and the world wide web. I'm a versatile and experienced web marketing and operations professional, with a strong track record of improving the performance of websites through creativity, innovation, problem solving, and execution.

A note about my profile: All of my contacts are people that I _personally_ know do quality work, whatever their area of expertise. They are people I would recommend without hesitation.

Dave Culbertson’s Specialties:

web strategy, user experience, operations, and business models.

Internet advertising and marketing: e-mail, banner ads, rich media / video, text ads, search engine pay-per-click, behavorial. Search engine optimization (SEO). Social media (it''s way more than FaceBook and MySpace). Experienced with numerous web analytics tools including ClickTracks, Google Analytics, NetTracker, Sawmill, SmarterStats, Urchin, and WebTrends.

Dave Culbertson’s Experience

• Owner

  LightBulb Interactive

  (Internet industry)

  December 2003 — Present (6 years )

  Providing consulting services for small and medium-sized organizations that want to improve their website's ability to attract visitors and convert them into leads and sales. Experienced and successful with strategy development, operational improvements, advertising, analytics, and usability. And, since social media is so hot, I have been doing social media since 1990. Back then, it consisted mostly of Usenet and proprietary forums on CompuServe, Prodigy, etc.

• Business Development Manager

  AFS WEB

  (Privately Held; 1-10 employees; Internet industry)

  April 2003 — November 2003 (8 months)

  • Prospected for new clients using search engine marketing, cold calling, and direct mail
  • Wrote all copy for company marketing collateral, including direct mail and HTML e-mails to prospects and clients
  • Planned, implemented, and managed online advertising campaigns for clients - increased website traffic for key client by nearly 50% during summer 2003 campaign, resulting in renewal of services for 2004
  • Conducted website usability and analytics research to identify opportunities for design and marketing changes to client websites

• Senior Manager, Web Advertising & Operations

  America Online

  (Public Company; Internet industry)

  July 2001 — December 2002 (1 year 6 months)

  High-profile role as the primary liaison between AOL Web Properties Brands and the AOL Ad Sales Group. Generated revenue by creating and deploying new advertising vehicles. Recommended advertising strategies and policies to executive management. Communicated product requirements and priorities to IT groups. Fostered relationships with strategic advertising vendors such as DoubleClick and Unicast.
  Increased projected FY2003 revenue $3.5 million by developing and launching new advertising vehicles.
  
  • Doubled advertiser buy rate of Netscape weekly direct e-mails (circulation: 12 million) by leading a project that improved the design and simplified the advertisement placement process.
  • Generated $5 million revenue by developing and launching new advertising vehicles.
  • Significantly improved communication to other business units by creating group website on AOL Intranet.
  • Led a geographically dispersed team that was praised for consistently completing projects ahead-of-schedule.

• Senior Manager, Private Label Websites

  America Online

  (Public Company; Internet industry)

  1999 — 2001 (2 years )

  Managed all aspects of relationships with multiple Fortune 500 companies. Championed group needs across multiple internal groups to gain support and resources. Tracked competition and reported findings to executive management.
  
  • Generated 40,000 new AOL members by negotiating long-term partnerships with multiple Fortune 500 companies
  • Increased profitability of two key partnerships 5% by renegotiating business terms
  • Championed development of new website publishing model that improved CompuServe’s ability to customize web page branding, content, and advertising for private label website clients such as AAA, Gateway, and Wal-Mart

• Manager, Financial and Travel Websites

  America Online

  (Public Company; Internet industry)

  1998 — 1999 (1 year )

  Managed all aspects of CompuServe personal finance and travel websites including marketing, copywriting, design, e-commerce, and vendor relationships. Generated more $1 million revenue in FY1999. Made frequent website usability and content changes to improve e-commerce conversion rates.
  • Reduced monthly website operating costs 15% by renegotiating terms with vendors
  • Saved company $400,000 by negotiating early terminations of strategic partnerships
  • Received award for largest percentage increases in both website visitors and e-commerce revenue

• Manager, Aviation and Travel Services

  CompuServe

  (Public Company; Internet industry)

  1996 — 1998 (2 years )

  Content manager for the CompuServe Travel website. Created and implemented online promotional plans for the CompuServe Travel website. Marketed CompuServe aviation services at trade shows and industry conferences.
  
  • Led team that designed and launched new travel e-commerce website one month ahead of schedule
  • Generated nearly $100,000 revenue in FY1998 by researching, selecting, and negotiating deal with new partner for pioneering travel e-commerce website

• Product Marketing Specialist, Aviation and Travel Services Group

  CompuServe

  (Public Company; Internet industry)

  1995 — 1996 (1 year )

  • Managed daily relationships with the world’s largest commercial airlines, based in North America and Europe: American Airlines, Continental Airlines, Delta Air Lines, Northwest Airlines, United Airlines, US Airways, British Airways, etc.
  • Marketed CompuServe services to commercial and general aviation industries

• Product Support Associate, Aviation and Travel Services Group

  CompuServe

  (Public Company; Internet industry)

  1994 — 1995 (1 year )

  • Built and maintained private online applications and discussion boards for key accounts
  • Managed online communities for strategic partners including most major airlines in North America and Europe

• Supervisor, Customer Support

  CompuServe

  (Public Company; Internet industry)

  1992 — 1994 (2 years )

  • Hired, trained, and supervised staff of 20 that consistently exceeded call center quality and productivity goals
  • 25% of staff promoted to supervisor
  • Started strategic client contact program that contributed to renewed contracts with multiple Fortune 500 companies

• Customer Support Representative

  CompuServe

  (Public Company; Internet industry)

  1990 — 1992 (2 years )

  Exceeded qualitative and quantitative performance goals while providing e-mail and telephone support to CompuServe customers using a variety of private online applications and customized software programs

Dave Culbertson’s Education

• The University of British Columbia

  Award of Achievement , Web analytics , 2007 — 2007

• The Ohio State University

  B.S.B.A. , Marketing , 1983 — 1988

  I greatly enjoyed my time at The Ohio State University, learning about about business and life. I made friendships that continue to this day. OSU is a world-class university that contributes greatly to the economic and cultural vitality of not only Ohio, but the world. Go Bucks!

  Activities and Societies:

  Lambda Chi Alpha Fraternity

Additional Information

Dave Culbertson’s Websites:

• My Company
• My Blog

Dave Culbertson’s Groups:

American Marketing Association - Columbus Chapter
Columbus Metropolitan Club
E-Marketing Association
SEMPO
Web Analytics Association
Ohio State Alumni Association - Life Member
Lambda Chi Alpha Fraternity Alumni Association

•    AOLAlumni
•    Search Engine Marketing Professional Organization (SEMPO) - OFFICIAL GROUP FOR THE ORGANIZATION
•    Online Marketing Experts
•    Web Analytics Association
•    Google Group
•    ColumbusUnderground.com
•    Ohio 100 Linked
•    Central Ohio Network
•    eMarketing Association Network
•    LinkedColumbus
•    Online Advertising Professionals
•    Web Analytics Professionals (+5000 web analytics members) Join now!
•    COUPA - Columbus Ohio Usability Professionals' Association
•    Search Marketing Salon
•    Search Engine Land
•    Lambda Chi Alpha Alumni
•    Social Media Today
•    Web & Marketing Analytics Group - IQ Workforce
•    Social Media Marketing
•    CNS - CompuServe Network Services Alumni
•    CompuServe
•    Ecommerce and Online Marketing Experts
•    Tweeple
•    AOL CONNECTIONS
•    Columbus Social Media Cafe
•    Ohio Web Leaders (OWL)
•    Email Experience Council
•    Ohio Business Network
•    search engine optimization
•    Interactive Marketers of Ohio
•    Social Media Marketing Mavens
•    TechLife Columbus
•    Columbus Web Analytics Wednesday
•    Grandview Heights ~ Ohio

Dave Culbertson’s Honors:

CompuServe - 'Ovation for largest percentage increase in e-commerce product revenue among CompuServe websites, 1998
CompuServe - 'Ovation in recognition of making significant contribution to divisional business goals, 1994

Dave Culbertson’s Contact Settings

Interested In:

• career opportunities
• consulting offers
• new ventures
• expertise requests
• business deals
• reference requests
• getting back in touch