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 US

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 and CEO 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.


Michael Mendoza

Chief Executive Officer


Chris Spalding

Chief Operating Officer


Alexandra Lord

Chief Financial Officer


Rob Hesmondhalgh

Chief Information Officer


Louis Cicio

Director of Strategic Alliances


Dawn Briddon

Director of Product & Marketing


Markus Feldenkirchen

President, Sales, North America


Susan MacDonald

International Sales Director


Colin Byers

Global Deployment Director