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Our Leadership

With decades of combined media industry experience between them, our leadership team understands the challenges facing modern media organizations – and, crucially, how to overcome them.

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Rolf Rohwer brings to Lineup many years of leadership and B2B product experience across the Media software industry. Prior to joining Lineup he held the role of President & General Manager of the Audience business unit at Naviga Inc, the largest Subscription and Paywall provider to the North American newspaper industry and a leading software provider globally.

Rolf Rowher

Managing Director

Before launching Lineup in 2009, Michael was Global IT Director for Metro International, the global media company that introduced the concept of free news. It was during his time here that he devised Adpoint, the industry’s first end-to-end media sales system, and subsequently launched it to the international media market.

Michael Mendoza

Founder & Chief Innovation Officer

Susan is responsible for driving Lineup’s international commercial strategy as well as overseeing our global sales team. Susan brings extensive experience in driving top-line revenue growth, opening new markets, gaining market share and account management.

An effective people manager, she excels in building large, diverse teams focused on achieving a single mission.

Susan MacDonald

Chief Revenue Officer

For the last 20 years, Rob’s focus has been working globally to build and transform delivery organizations in media technology companies. Now, Rob oversees the technical teams within Lineup.

He is also responsible for compliance and security, including internal information security, the attainment and maintenance of audits and certifications (ISO27001, ISAE3402, PCI), and regulatory compliance

Rob Hesmondhalgh

Chief Information Officer

Steph is a Head of People and Culture at Lineup. She is passionate about developing a strong People Strategy and enabling people to achieve successes by finding out what fulfils them. Her 15 years’ experience in luxury retail, banking, advertising, media and technology space lends itself to the role.

Stephanie King

Head of People and Culture

Diane is responsible for planning, implementing, and managing all financial activities for Lineup. She has 20 years’ experience in the IT industry, including 8 years in software.

Diane Bradshaw

Director of Finance

As Director of Product, Dawn Briddon oversees the entire lifecycle of the Lineup product portfolio, defining the strategic product plan and driving the successful execution of this strategy from concept to market launch and adoption. Prior to joining Lineup, Dawn held several leadership roles as Marketing Director/CMO where she was responsible for increasing revenue growth and industry share for several pioneering global media organizations.

Dawn Briddon

Director of Product

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Why choose Lineup?


We have in-depth knowledge of the media and advertising sectors and extensive software experience


Our robust technology offers both digital and print solutions

Strong long-term

93% of our clients consider our software critical to the success of their business


Almost half of our team is dedicated to innovation


Over $31 billion in advertising revenue has been billed through adpoint to date

Fully configurable

Products that are fully flexible to meet your unique requirements


partners worldwide


of staff focused on innovation


in advertising revenue billed through Adpoint