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.

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

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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.

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Michael Mendoza

Chief Executive Officer

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Chris Spalding

Chief Operating Officer

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Alexandra Lord

Chief Financial Officer

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Rob Hesmondhalgh

Chief Information Officer

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Louis Cicio

Director of Strategic Alliances

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Dawn Briddon

Director of Product & Marketing

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Markus Feldenkirchen

President, Sales, North America

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Susan MacDonald

International Sales Director

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Colin Byers

Global Deployment Director