Dhia Khechana (IIM 2017): creating and innovating in mobile gaming at 52 Entertainment

Dhia Khechana, who graduated from IIM in 2017, is now working at the heart of the mobile gaming industry as Creative Team Manager. From his early career to his shift into marketing, he looks back on the key stages of his journey, the current challenges of creative marketing in gaming, and shares his advice on daring to explore new paths, believing in your ideas, and building a career that suits you.

What are the major milestones in your career?

First and foremost, my first internship after graduating, which allowed me to get my career on track. Then, my first permanent contract and the shift to marketing that I made three or four years ago. 

Initially, I absolutely wanted to be a game designer. I got that position, but it didn't necessarily meet my expectations. After that, I wasn't sure what to do, so I decided to go into marketing. And that switch turned out to be extremely beneficial: I discovered a new path that I really enjoyed. A new passion, in fact! 

Can you tell us about your job?

It's been a year and a half since 52 Entertainment acquired mobile game studios and set up its own mobile gaming division. It's a parent company with several subsidiaries and studios under its umbrella. That's where I was hired as Head of Creative. I am responsible for everything related to creative marketing strategy, including videos, interactive ads for mobile games, and user acquisition.

What do you particularly like about this job?

What I love is the almost infinite creativity! Every day, we come up with new concepts. It's not my job directly, but I supervise people who do that. I find it extremely exciting to have this creative buzz in the team and to have people who are constantly striving to innovate.

What are the current challenges?

Right now, there's a lot of discussion around interactive ads. These are called Playable Ads, and they generally have the best statistics in terms of redirection and installation for users. The problem is that they're also the most complex to make.

What are the key factors for success in this profession?

Above all, curiosity to explore an idea, see it through to the end, and be able to truly reinterpret something. So creativity!

For my position specifically, I would say technical knowledge. A lot of things are done using technology, even in marketing. It is precisely this dual skill set that is valued for this type of very specific position. 

Secondly, ability, rigor, and organization.

Any advice for someone embarking on a career like yours?

I sincerely believe that you have to believe in your ideas, be their biggest advocate, and do everything you can to make them a reality. Even if you encounter obstacles or setbacks at times, that doesn't mean there isn't a parallel path that will lead you to where you want to be. 

Don't hesitate to project yourself three, five, seven, or ten years into the future and imagine the career you would like to have, and really try to follow that path. Don't hesitate to adapt and work around any difficulties you may encounter.

What about the alumni network?

In fact, one of my colleagues, who I work with every day, is from ESILV, and my manager—the head of the Marketing Department—is from EMLV! So we're kind of like alumni of the Pôle!

An Alumnus to follow!

LinkedIn Dhia Khechana