Daniel Urrutia

daniel urrutia

Co Founder And Owner at Ron Maja


Bio Summary

Entrepreneurial at heart but love stepping into different companies and helping out where I can as I see each of these opportunities as a learning experience.

In my career, I have specialized in building and launching digital attackers / start-ups as part of McKinsey's Digital Practice. I have also, since leaving McKinsey, gained significant experience as an executive helping build and scale a commercial sales force as part of one of Latam's most promising startups. I am passionate about growth and revenue.

I have also gained experience running PMOs as part of company turnaround efforts. This is something I also greatly enjoy and feel comfortable delivering against.

Finally, in terms of geographic exposure and experience, I live in Colombia but I am US/French citizen and have experience working, beyond all across Latam, in US and Europe and parts of Asia as well. Look forward to connecting!

Employment History

Ron Maja

Co Founder And Owner

Ron Maja

December 2012 - February 2022

Medellín, Medellin, Antioquia, Colombia

El Salvador • Co-founded El Salvador's first Rum, achieving ARR USD$1.5Mn in 2 nd year across three continents.

La Haus

Chief Revenue Officer

La Haus

December 2019 - January 2022

Medellín, Medellin, Antioquia, Colombia

Deploying Revenue Engine • Scaled sales force from 80 to 170 reps, contributing to a GM growth of 12% to 66% by deploying targeted revenue levers, including: - Introducing SDRs, increasing Account Rep. productivity from 2.1 ...see more

McKinsey & Company

Engagement Manager (em)

McKinsey & Company

January 2017 - December 2019

Medellín, Medellin, Antioquia, Colombia

Building Startups • Oversaw the creation and launch of Colombia’s first full digital bank and an Edtech in Peru (achieving a combined 50Mn USD in funding), which involved: ­ Defining strategy involving mapping of cus ...see more

Strategy& (Formerly Booz & Co)

Senior Consultant

Strategy& (Formerly Booz & Co)

January 2011 - December 2015

Dallas, TX, USA

Project Management and Leadership • Co-managed a client team of 35 managers in the organizational design and implementation of the operational BU’s containing 10,000+ employees spanning Colombia and Central America that ...see more





Bachelors in French Literature and Finance

Southern Methodist University


Western European Literature Studies

Université de Paris Sorbonne Paris IV


Country Experience

Argentina Brazil Chile Colombia France India Mexico United States



Account Management


Business Case,

Business Planning,

Business Unit Strategy,

Corporate Strategy,

Growth Strategy,

New Business Build,

Scenario Planning,

Strategic Management,

Strategic Planning