Frédéric Krebs

Chief Marketing Officer in Residence

2023

Taking Serena's marketing to the next level. Serena is one of Europe's leading investment funds, with €750m under management. Founded in 2008 by Xavier Lorphelin, Marc Fournier and Philippe Hayat, Serena finances and supports innovative start-ups from pre-seed to Series A, with initial checks ranging from €500k to €15m. Focus sectors: AI, SaaS, Climate Tech, Impact. The portfolio includes successful exits such as The Fork (acquired by Tripadvisor), Aramis Auto (acquired by Peugeot), Cheerz (acquired by Cewe), iBanFirst (acquired by the Marlin fund) and Dataiku. In all, we have invested in nearly 100 companies, including Malt, Electra, Descartes Underwriting, Accenta and Lifen. Born of the profound conviction that a venture capital fund should be at the service of its portfolio companies, Serena has set up the largest operational support team in Europe, made up of 7 former top-level entrepreneurs. Added to this is the Serena Squad®, a community of 550 C-levels who can be mobilized rapidly to meet the day-to-day challenges faced by entrepreneurs. Serena has contributed to the recruitment of 40% of the management of portfolio companies by 2023. In 2023, Serena obtained the status "Société à Mission", paying particular attention to issues of Diversity, Equity and Inclusion. Protecting biodiversity and combating climate change are part of our DNA: 25% of Serena's employees are facilitators of the Fresque du Climat.

Investor in Residence

2023

My role involves helping actively entrepreneurs on fundraising and strategy issues. 12 startups counseled.

Venture Partner

2023 - 2023

Operating Partner - CMO in residence

2017 - 2023

Newfund is a 300M$ international early-stage VC firm investing in innovative and breakthrough companies. Based in France and in the US. As of January 2023, Newfund has already invested in 150+ tech startups, including Aircall (Saas phone system), Umiami (plant-based meat), Eqinov (energy), In2Bones (medtech), Datagalaxy (data), Tageos (RFID services), Bolero, Paymium (crypto, NFT)... My role involves helping actively entrepreneurs on marketing, sales and strategy issues. Including finding product-market fit, defining plans & roadmaps, structuring the company, hiring key talents, scaling operations for growth, stress-testing business models, leveraging networks... 70+ startups counseled. Member of the Investment Committee.

Marketing Director

2015 - 2017

20th Century Fox France releases around 20 movies a year produced or co-produced by the American studio. Directed a marketing team of 15, encompassing Marketing Strategy Definition, Adaptation and Execution with very tight schedules and high stake environment. Achievements: • Organized the launch of 24 movies, with highlights such as DEADPOOL, THE REVENANT, ICE AGE COLLISION COURSE, MISS PEREGRINE, TROLLS, LOGAN and THE BOSS BABY. Total admissions in 2016 : 27 millions with a Gross Box Office of EUR +200 million. • Initiated the Media Buying Modelization with a view to improving buying efficiency. Strong changes in the digital and cinema expenditures structure. Managed and grew relationships with leading media partners such as Google, Facebook, Webedia, JC Decaux, MediaTransports, Clear Channel… • Led the media buying agency change process for France, leaving Remind-PHD (a subsidiary of OMG) to Mindshare (WPP).

Chief Marketing Officer

2013 - 2015

Les Cinémas Gaumont Pathé is the first cinema chain in France with 50 million tickets sold yearly and a 25% market share, spread over 70 cinemas. 1.500 employees. Directed a marketing team of 15, encompassing Marketing Strategy Definition, Brand Management, Pricing & Revenue Management, Development of the Loyalty and Subscription Programs, Digital innovation and strategy, Development of the B2B turnover including Advertising sales. Achievements: • Led a thorough market research about Pricing Management with McKinsey that zeroed in on emphasizing the subscription program. • Evangelized the need for change in the cinemas by strengthening the moviegoer experience. Gained cinema managers’ trust by conscientiously visiting 64 of them within 18 months. • Led the development of a mobile application launched in December 2014, which resulted in an increase from 14% to 19% in e-ticketing sales by the end of June 2015. • Accelerated changes in the communication platform to make it more trendy. Produced a weekly 2 minute video format that features the movie program of the following week in the pre-show. • After market analysis, downsized the number of movie trade marketing operations from 40 to 5 annually, in order to maximize their impact on digital ticketing.

Group COO

2013 - 2013

With almost 45 million unique users per month, including 13 million in France, AlloCiné is the third ranked entertainment and cinema information service in the world, following Imdb and Yahoo. It is the lead in France, Russia, Brazil, Germany and among the Top 3 in Turkey and Spain. 2012 turnover: EUR 19 million. Managed company of 89 employees. Designed a globally replicable business model with profitable growth. Achievements: • Increased turnover from EUR 13 to 17,5 million. • Over ten years, led advertising sales negotiations with movie distributors (+400 movies from US studios to independent companies) and major digital media buying agencies (Havas, GroupM, ZénithOptimedia). • Built unrivalled positioning and brand equity in France with 80% of audience share. • Built the only video platform that steadily delivers higher audiences than YouTube when it comes to trailers (30-35m monthly). • Initiated « Fanzone » and « Top 5 », two of the most successful shows produced by AlloCiné that are still programmed in 2015. On top of leading this company with my associate Grégoire Lassalle, took part in AlloCiné’s selling process resulting in the acquisition by Fimalac/Webedia of 100% of the capital stock.

France COO

2010 - 2012

Chief Marketing Officer / SVP / Shareholder

2007 - 2010

Advanced to a senior-level position. Managed team of 15 employees. Created and implemented marketing strategies, built around product development, continuous SEO improvements and spectacular « never-seen-before » concepts. Achievements: • Audience development from 4.5M to 8M unique users. • Increased turnover from EUR 9 to 13 million. • Created privileged relationships with movie distributors : nearly 100% of the theatrical releases in France advertise on AlloCiné. • Launch of mobile applications: second most downloaded app on iTunes in 2010, following Facebook (2.5m downloads). • Created of the first cinema-oriented community of influencers: Club 300 AlloCiné. • Developed the first Pre-Roll advertising format, shown before a video in France (2001). • Created the Post-Roll Trailer, exclusive best-selling video format, especially designed for the cinema advertisers. Sold the company to an American hedge fund (Tiger Global – Partner: Lee Fixel).

Marketing & Advertising Director / Shareholder

2000 - 2007

Handled continuous growth in erratic times as a young startup in digital media. Survived the Internet bubble burst in 2001. Developed advertising sales and marketing strategies. Achievements: • Audience development from 1 to 4.5 million unique users. • Turnover development from EUR 6 to 9 million. • Designed the different versions of AlloCiné’s website. • Created from the ground up the internal digital advertising sales house. • Designed an exclusive method to launch a movie through digital tools. • Developed the first interstitial before a website’s homepage in France (2004 – The Chronicles of Narnia). • Developed the first homepage takeover (2004 – The Chronicles of Narnia). In 2003, became a shareholder through an MBO.

Managing Associate

2008 - 2012

Jérico is a movie producing company, created by Eric Jehelmann, recently praised for being the producer of « La Famille Bélier » with 7 million moviegoers in France. Between 2008 and 2012, two movies were made: • POUR ELLE (2008), by Fred Cavayé with Vincent Lindon and Diane Krueger. 650.000 tickets sold. • LA CHANCE DE MA VIE (2011), by Nicolas Cuche with François-Xavier Demaison and Virginie Efira. 1,1M tickets sold. Sold my shares in June 2012 to let in Philippe Rousselet, owner of the movie producing company Vendôme.

Internet Marketing Manager

1998 - 2000

Télécommerce was an e-commerce-enabling platform that allowed merchants to sell on the Internet. Achievements: • Conception of selling tools used by e-merchants. • Conception and animation of the website – telecommerce.fr. • Partnership deals to spur the audience.