Madalyn Roker joins Ayuda Media Systems as Client Services Director, EMEA

Madalyn Roker joining Ayuda Media Systems on 1st May 2010 to spearhead Client Services during their expansion into Europe, Middle East and Africa (EMEA)

Joe Cotugno, London, UK

Mar 29, 2010

Madalyn has unparalleled experience within Outdoor, most recently as Business Delivery Director of Titan Outdoor UK where she was responsible for all back office functions – IT, inventory, campaign management, sales operations, servicing and Health & Safety. During this time, Madalyn increased efficiencies across all her teams; ensured the smooth disposal of the roadside estate to Primesight in 2009 and the subsequent restructure of many Titan departments. She joined Titan Outdoor from JCDecaux in 2007 where she held a number of senior management posts over 16 years in sales, operations, client services and IT.

Prior to that Madalyn gained media buying experience at both specialist and media agency level. Madalyn has a reputation for driving the highest standards of administration and system development; ensuring that the IT function is closely coupled with the user and business requirements. Both at Titan and JCDecaux, Madalyn also worked on international system projects, enabling other countries to benefit from her experience in the UK market. Ayuda Media Systems was founded in 2003 with the single objective of building the world’s best OOH system. Seven years later, the company’s flagship product for OOH contractors “BMS” (Billboard Management System) is the only system that provides a complete solution for all things OOH – including digital scheduling, campaign management, invoicing, financial reporting, proof of performance, and much more.

With a growing team of 20 employees based in Montreal, Canada, they have established a client base that includes CBS Outdoor, Van Wagner, and Eyecorp. The system currently manages over 300,000 billboards and is offered on a Web-based cloud computing platform. Most of the company’s staff work in research and development, and over half have previously worked for Microsoft, Oracle, Dell, SAP or Business Objects.

Andreas Soupliotis, President & CEO of Ayuda Media Systems, said “I am truly delighted to have Madalyn join our team. The fact that such an industry veteran with so much depth and experience in OOH will be joining our company is a true testament to the value proposition of BMS to the industry. Madalyn will be instrumental to our EMEA expansion strategy.” Madalyn Roker said “From the first time that I saw the BMS suite, I realised that it would revolutionise the back office, sales and digital functions of any contractor that bought it into it. I am so excited to be joining Ayuda at this pivotal time, as they expand beyond their existing client base globally.”


Ayuda Media Systems (Ayuda) has been providing the D/OOH industry with the world’s most sophisticated media management platform for over 10 years. As the developers of the Ayuda Platform (which notably includes Juice™, Splash™, BMS™, Zest™ Rewind™, Cerebro™, and now, Alto™), Ayuda’s products have invoiced over two billion dollars in OOH billing and provided media management functions for more than 500,000 advertising faces globally. The Ayuda Platform is cloud-based, and includes functionality for D/OOH networks such as avails and proposal generation, invoicing, lease payouts, financial reporting, inventory management, scheduling, content management, mapping, network monitoring, business intelligence, a free software player, real-time annotated proof of play, and the world’s only D/OOH vendor focused CRM. Ayuda was founded in 2003 by ex-Microsoft employees with the mission of empowering the D/OOH industry with state-of-the-art tools that make D/OOH easier to manage and buy. In November 2012, Microsoft presented Ayuda’s Splash™ product with the highly coveted Windows Azure Application – Partner of the Year Award for its use of the Microsoft Azure Cloud. For more information about Ayuda, visit


Joe Cotugno
Partner, Senior Vice President of Global Client Services
Ayuda Media Systems
+1 (514) 845-0824 x200