Until 2008, Lupa was sales director of UK information products at Acxiom, responsible for annual sales worth £24m, before setting up his own data- consultancy business.
He joined Claritas in 1994, becoming business development director, before taking the position of sales director at Consodata in 2002.
He will report to DLG chairman Adrian Williams, who said: "Peter's wealth of experience and impressive range of high-level contacts will no doubt ensure our continued growth in sales and market share."