Driven by storytelling.
“A story sparks emotion; that emotion forms a lasting memory. When the memory resurfaces, it drives choices and actions. This is how the most powerful brands live on—not as mere names but as lasting experiences that inspire and influence, long after the story is told.”
Strategist & Regional CMO
Jaime Cacharrón’s career at Red Bull has taken him across Spain, Latin America, and the U.S., where he has held key strategic roles driving brand growth and innovation. Starting in Spain, he led national marketing initiatives, including Red Bull’s first digital department. Moving into regional leadership, Jaime was the marketing lead for Latin America and later for Southern and Eastern Europe, overseeing substantial growth across diverse markets.
Now, as Senior Vice President of Strategy and Planning for Red Bull North America, he leads long-term strategy for one of the brand’s most competitive markets, steering high-impact initiatives and guiding Red Bull’s continued expansion.
About me.
Born and raised in Madrid, Jaime Cacharrón has always been driven by a deep curiosity and a passion for discovery, which led him to study aerospace engineering before ultimately embarking on a different path. His love for exploration—whether through science, literature, or travel—has been a lifelong constant. Beyond his career, he’s an avid reader with a particular interest in technology, space exploration, and poetry, topics that fuel his creativity and broaden his perspective on the world.
As a leader, Jaime’s values center around adaptability, collaboration, and trust. He believes that effective leadership is built on empowering people to bring their unique strengths to the table, fostering a culture where everyone’s ideas are valued, and teamwork is at the forefront. His collaborative style encourages open dialogue and a commitment to learning from each other, which he sees as essential for driving both personal and team growth. Jaime’s values reflect a respect for each individual’s contribution and a dedication to creating an environment where people feel inspired to reach their full potential.
Family is at the heart of Jaime’s life, grounding him and fueling his motivation. He balances his professional commitments with a deep appreciation for the simple joys of life, spending quality time with loved ones and embracing outdoor activities. Whether skiing, playing tennis, or exploring nature, Jaime finds inspiration and balance in these pursuits. A firm believer in continuous learning, he sees each stage of his journey as an opportunity for growth, carrying forward his commitment to living with purpose, curiosity, and passion.