About Lineup Systems

    We exist to empower media companies through proven and transformative commercial solutions that push the boundaries of market potential and operational excellence.

    Lineup map nov 2020

    How Do You Know We’re Experts in End-to-End Media Sales Solutions? We Invented It.


    Lineup Systems caters to many of the biggest, most iconic and innovative media organizations in the world. Our first-of-its-kind media sales solution, Adpoint, is credited with transforming media companies by helping to increase revenue, improve productivity and reduce costs. From our first two customers at our founding ten years ago, we’ve grown into the dominant force in media sales software solutions.

    As an organization, we empower media companies with the systems and tools they need to sell more and increase efficiency across the board. And we understand how to do this because Lineup was started by a team that needed exactly that.

    In the early 2000s, our founder Michael Mendoza, was the global IT director of Metro International, the same innovative media conglomerate that shook the world up with the concept of the ‘free newspaper’. Wholly dependent on advertising revenue, Metro struggled to find a system that would help Metro’s sales teams proactively generate more sales.

    Determined to move beyond clunky technology and expensive infrastructure, Michael and his Metro team decided they’d build their own proprietary software solution. That solution was Adpoint.

    Adpoint was so transformative for Metro that Michael launched it to the global media market under newly created Lineup Systems in 2009.

    Our Leadership

    Our entire leadership team has deep roots in the global media industry. With decades of combined media industry experience, we understand the challenges modern media organizations face and have solved them – making us ideal partners in innovation and strategic growth.


    Chris Spalding

    Chief Executive Officer


    Michael Mendoza

    Founder & Chief Innovation Officer


    Darren Hart

    Chief Financial Officer


    Rob Hesmondhalgh

    Chief Information Officer


    Dawn Briddon

    Director of Product & Marketing


    Markus Feldenkirchen

    President, Sales, North America


    Susan MacDonald

    International Sales Director


    Colin Byers

    Global Deployment Director