Toni Coonce

Chief Executive Officer WideOrbit

Last Reviewed: September 28, 2026

Executive Summary

Toni Coonce is Chief Executive Officer of WideOrbit, whose software handles advertising sales for broadcasters and media companies from pitch through payment across linear, digital and cross-platform channels. She was appointed in August 2025 after nearly twenty years at the company, having joined as an account executive in 2006 and risen through every level of its sales organisation to Chief Revenue Officer and then President. WideOrbit is a wholly owned subsidiary of Lumine Group, which is majority-owned by Constellation Software.

Career Highlights

• Appointed Chief Executive Officer of WideOrbit in August 2025, succeeding Susie Hedrick, who became Group President.
• President of WideOrbit from 2024 and Chief Revenue Officer from 2023.
• Promoted through WideOrbit’s sales leadership: Director of Sales (2016), Vice President of Sales (2018) and EVP of Sales (2021).
• Joined WideOrbit in 2006 as an account executive after several years at Marketron Solutions.
• Board member of the International Radio and Television Society (IRTS) Foundation and a participant in TVB’s NEXT Women programme.

Professional Journey

Coonce went to work at a radio station straight after college, and spent two years as finance manager at a small broadcast group. She then joined Marketron Solutions, where she held positions across support, project management, sales engineering and sales. She has said that Marketron’s sales team was where she learned how television worked, during a two-year effort to break into that market. The combination gave her experience of the industry from both the client side and the vendor side.

She joined WideOrbit in 2006 as an account executive selling to television broadcasters. WideOrbit had been founded in 1999 with the aim, in its own words, to “make it easier to buy and sell advertising.” Coonce spent a decade in sales before becoming Director of Sales in 2016, then Vice President of Sales in 2018, EVP of Sales in 2021 and Chief Revenue Officer in 2023. In February 2023 Constellation Software and Lumine Group completed their purchase of WideOrbit, and in 2024 she was named President.

In August 2025 WideOrbit appointed her Chief Executive Officer, with her predecessor Susie Hedrick moving to Group President. “WideOrbit feels like home,” she said on her appointment, “and I’m excited to work even more closely with our teams and clients.” Outside the company she sits on the board of the IRTS Foundation and takes part in TVB’s NEXT Women programme, which identifies, prepares and advocates for women seeking leadership roles in local broadcast television.

Education

She holds a college degree in business with an emphasis on finance, according to a WideOrbit interview; the institution is not named in any source found.