MMA / Marketing + Media Alliance - Marketing Org

The Information Search Marketing Framework

MMAGlobal — Wed, 08 Jul 2026 12:46:34 +0000

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ISM includes paid and organic promotion in traditional search, as well as new, AI-based mechanisms.

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The Information Search Marketing Framework

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Global

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MOSTT

MOSTT Tools

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Run Date:

Thursday, March 19, 2026 - 9:00am EDT to Monday, August 31, 2026 - 9:00am EDT

Marketing Arena:

Marketing Org

Knowledge Center

Tools & Playbooks

MMA Vietnam CMO Board

Nam Nguyen — Tue, 09 Jun 2026 12:22:14 +0000

Mission & Vision

Marketing + Media Alliance (MMA) Vietnam is proud to introduce the CMO Board, a leadership platform created to bring together senior marketing leaders who are shaping the future of business, brands, and growth in Vietnam.

The CMO Board is built with a clear mission: to advance marketing leadership, strengthen industry collaboration, and create a trusted space where CMOs can exchange strategic perspectives, address shared challenges, and drive the next standard of marketing excellence.

With a vision to build a stronger, more future-ready marketing community, the Board will champion meaningful dialogue across innovation, creativity, data, technology, consumer engagement, and business impact.

CEO × CMO SUMMIT · HCMC

650+ executives. 8th edition. Vietnam's only C-suite-exclusive marketing leadership forum.

SMARTIES VIETNAM · GRAND JURY & GALA

Vietnam's most prestigious marketing effectiveness awards - judged by senior brand leaders.

CMO ROUNDTABLE · C-LEVEL ONLY

The closed-door peer forum that CMO Board is built from. Quarterly. Brand leaders only.

MMA IMPACT VIETNAM · ANNUAL CONFERENCE

MMA Impact Vietnam - Vietnam's leading marketing effectiveness conference, bringing together 500+ industry leaders annually.

WORKING COUNCILS · AI · MEDIA & DATA · CREATIVE

MMA Vietnam Working Councils - Creative, Media & Data, AI. Senior leaders co-creating the standards that shape the industry.

CMO Board

Thanyachat Auttanukune
VP Corporate Marketing Office
C.P. Vietnam
Tin Le
Senior Marketing Director, Indochina
The Coca-Cola Company
Tran Thi Thu Ha
Head of Marketing Similac – Vietnam and Similac Specialty Pacific Asia
Abbott
Pablo Chabot
Marketing Director
Heineken Vietnam
Chau Phan
Vaccines Commercial Customer Facing Director, Acting Marketing Director
MSD Vietnam
Tran Nguyen An Ninh
Chief Marketing Officer and Sustainability
Nestlé Waters Vietnam
Yannis Dramis
CMO
Nestlé Vietnam Ltd
Lim Pei Chi Patsy
Deputy General Director - Marketing
SABECO
Venus Teoh Kim Wei
Executive Vice President Marketing & MMA Co-Chairs
Suntory PepsiCo Vietnam
Le Thanh Tu
Country Marketing Head
Grab Vietnam
Tu Vo
Head of Marketing & Communication
Vietnam International Bank (VIB)

Interested in joining MMA Vietnam CMO Board?

CMO Board Companies

Become a Founding CMO Board Member.

Contact:

Daisy Le
Head of Strategic and Programs
MMA Global in Vietnam, Myanmar, and Cambodia
M: +84 987 870 883
E: daisy.le@mmaglobal.com

Sophie Nguyen
Head of Partnership and Alliances
MMA Global in Vietnam, Myanmar, and Cambodia
M: +84 932 720 001
E: sophie.nguyen@mmaglobal.com

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The Information Search Marketing Framework

MMAGlobal — Thu, 19 Mar 2026 12:18:53 +0000

The Information Search Marketing Framework

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March, 2026

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66 KB

As AI-driven search platforms increasingly shape how customers discover and evaluate brands, CMOs face a core organization question: how do we modernize “search” from a channel tactic into a cross-functional capability that drives growth? Information Search Marketing offers a unified view of discovery across SEO and SEM (traditional search) and Generative Engine Optimization and Generative Engine Marketing (AI-driven search), and explains what this expanded landscape means for marketing structure, resourcing, and governance.

Just as important, the frameworks provide a shared nomenclature for a fast-changing space—creating transparency and clarity in the vocabulary leaders use to diagnose gaps, align teams, and make investment decisions. Building on the Five A’s of Search Success (Authority, Answers, Arrangement, Accountability, and Agnostic Alignment), these concepts translate into practical organizational choices: what to centralize versus embed, how to align comms/content/analytics around shared outcomes, and how to build measurement leaders can defend as attribution evolves.

The result is a clear operating blueprint to protect visibility, accelerate learning, and compete effectively in AI-era discovery.

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MOSTT - Marketing Org Strategy Think Tank

MMAGlobal — Fri, 13 Nov 2020 18:00:06 +0000

Why MOSTT?

3+ Years of Research

The MOSTT frameworks, tools, and processes are the result of 3+ years of collaborative research among academics and practitioners.

With 125+ Marketing Leaders

The ideas and approach developed within MOSTT have been shaped and vetted by 125+ CMOs from 18+ industries, and used at companies like Uber, CVS, and Coke.

To Revolutionize Marketing Org

MMA’s MOSTT helped shape the definition of marketing missions, marketing org design, and marketing capability planning within firms of all sizes.

MOSTT is a community of marketing experts and professors committed to rethinking the world of the modern marketing organization. We seek to develop unique and actionable knowledge to guide CMOs’ organization design decisions and to assist marketing organizations in competing more effectively. MOSTT seeks to aid Marketers in driving business growth in today’s rapidly-changing environment.

Goals

To identify and study organizational marketing best practices in the age of technological advances, rising customer expectations, and new competition, to drive thought leadership in the field.
To track and benchmark Marketing Org trends to help CMOs foresee the future and develop innovative Marketing Org strategies.
To be a central source of all insights on marketing org to accelerate the transformation of modern marketing organizations.
To engage with marketing and HR leaders and facilitate collaboration to drive thought leadership.

Firms want to create modern marketing organizations in response to dramatic changes in the media and marketing landscape, changing customer expectations, and the emergence of new competitors. Yet, more than 80% of marketers at large firms are not satisfied with the effectiveness of their marketing organization.

Our research indicates that the lack of alignment between the role marketing is expected to play, and the capabilities needed to deliver on that role may create performance gaps. Furthermore, marketer efforts are hampered by the absence of frameworks and comprehensive metrics to inform role alignment and capability-planning decisions.

Created in collaboration with MMA’s MOSTT, the MarCaps framework and comprehensive set of capability metrics help firms design modern marketing organizations. The MarCaps Readiness Assessment evaluates current capabilities and helps create a change agenda to align capabilities with growth strategies.

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The Information Search Marketing Framework

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Navigating the GenAI Landscape

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Marketing Capabilities Benchmark (MCB)

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Modern Marketing Value Proposition and Capabilities Map

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Join us for The Great Debate: Marketing Organization

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MarCaps Readiness Assessment (MRA)

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Rethinking the world of marketing organization structure

Mission Statement:

Participants:

1-800-Flowers

AIG

Allstate

Ally

American Express

AT&T

Bank of America

Barclaycard US

Bayer

Beam Suntory

Bloomin Brands

Campbell's Soup Company

Cancer Treatment Centers of America

Carmax

Chobani

Colgate-Palmolive

Cox Communications

CVS Pharmacy, Inc. (CVS Health)

Dr Pepper Snapple Group

Dunkin' Brands

E-Trade

eBay

Esurance

Expedia

General Mills

General Motors

Havas Media

Hiscox

Intuit

Johnson & Johnson

JP Morgan

LATAM Airlines

Lego

Lenovo

Manulife

MasterCard

Match.com

McDonalds

Metlife

Molson Coors Beverage Company

Marketing + Media Alliance

Pfizer

Pizza Hut

RetailMeNot

RJ Reynolds

Salesforce

Samsung

Sharp

Spotify

Sprinklr

Subway

Target

TechStyle Fashion Group

The Coca-Cola Company

Thredup

Toys "R" Us

X (Twitter)

Uber

Ubimo

Unilever

Zurich Insurance Group

Category:

Think Tanks

MOSTT

Advisory Board:

Advisory Board Term:

Global Chair

Advisory Board Member:

Deborah Wahl

Advisory Board Term:

Chair

Advisory Board Member:

Norm de Greve

Advisory Board Term:

Chair Emeritus

Advisory Board Member:

Karin Timpone

Advisory Board Term:

Chair Emeritus

Advisory Board Member:

Luis Di Como

Advisory Board Term:

Chair Emeritus

Advisory Board Member:

John Costello

Advisory Board Member:

Jay Jaffin

Advisory Board Member:

Joanna Lu

Advisory Board Member:

Suzy Deering

Advisory Board Member:

Kellyn Smith Kenny

Advisory Board Member:

Rebecca Messina

Advisory Board Member:

Linda Yaccarino

Advisory Board Member:

Stephanie Buscemi

Advisory Board Member:

Amit Shah

Advisory Board Member:

Kristi Argyilan

Advisory Board Member:

Jon Suarez-Davis

Advisory Board Member:

Jonathan Beamer

Advisory Board Member:

Gail Horwood

Advisory Board Member:

John Sheldon

Advisory Board Member:

Brad Feinberg

Advisory Board Member:

Angela Zepeda

Advisory Board Member:

Tariq Hassan

Advisory Board Member:

Janet Balis

Advisory Board Member:

Jay Altschuler

Advisory Board Member:

Andrea Zaretsky

Advisory Board Member:

Kari Marshall

Marketing Org

Challenges Tackled:

The Standard Operating Model

Organizing for Growth

Capability Building

Think_tank