Víctor Gay Zaragoza

Víctor Gay Zaragoza is an adjunct professor at IE Business School, consultant in brand narratives and data storytelling, and the Director of the Storytelling Innovation Lab at IE University.

Founder of theyelloway.com and the creator of two storytelling methodologies that have helped over 30,000 professionals from companies like Accenture, Red Cross, Danone, and Telefónica craft their stories.

At IE Business School, he teaches storytelling, data storytelling, and story selling in programs such as the IMBA, EMBA, TdX,, MIM, among others.

As Director of the Storytelling Innovation Lab at IE University, he leads a team of 50 consultants working on defining the future of storytelling and narrative in collaboration with partners such as TikTok, KPMG, Coty, Epsilon Technologies, and the Madrid City Council.

His hands-on teaching approach earned him the “Most Practical Methodology and Training” award from the Human Resources Forum of Foment del Treball (CEOE). In the 2023–2024 academic year, he received six Academic Excellence Awards from IE University, adding to two received the previous year.

As an author, he has published the following books:

• “Filosofía Rebelde: Un viaje a la fuente de la sabiduría” (Kairós, 2011) – An essay on the underlying unity of world religions and their link to leadership. The book received excellent reviews in major media such as El País and La Vanguardia (Spain), and El Espectador and El Tiempo (Colombia).
• “50 libros que cambiarán tu vida” (Alienta, 2011) – Ranked #1 bestseller on Amazon.
• “El defensor” (Suma de Letras and Columna, 2015) – A historical novel based on a true story about a family member who tried to save a president imprisoned by the Nazis and judged in post–Civil War Barcelona.
• “El camino amarillo: 7 pasos para tener éxito contando una historia “(Ediciones B, 2017) – A bestselling professional guide to storytelling.
• “Revoluciona el algoritmo: cómo potenciar tu storytelling con inteligencia artificial”(RBA, 2025) – Described as “essential” by El Español and “key to understanding the AI era” by La Vanguardia.
• He has also written articles for National Geographic, IE Insights, El País Retina, among others.

On a more personal note, he overcame an aggressive lymphoma diagnosed in 2021 and founded cancerwarrior.es, a group offering emotional support to cancer patients and survivors through storytelling. For further information please go to: www.victorgayzaragoza.com

Corporate Experience

• Storytelling Consultant and Co- Founder of theyelloway.com, 2011- Present

• Co-founder, Koerentia, Spain and Colombia, 2010 - 2016

• Consultant, Accenture, Hungary and Spain, 2007 - 2009

• Marketing & Communications Manager, Julbo, Sea to Summit, PowerBar & Alpina, Spain, 2005 - 2006

• Marketing Communications Intern, Epson Europe, United Kingdom, 2004

Academic Experience

• Adjunct Professor in Storytelling, Data Storytelling, Story Selling, and Brand Management, IE Business School, 2021- Present

• Director, Storytelling Innovation Lab, IE University, 2024–Present

• Adjunct professor, Master in Marketing and Digital Marketing, Tecnocampus, Universitat Pompeu Fabra (UPF), 2016 - 2021

• Adjunct professor, Master in Emotional Intelligence and Coaching, Universitat de Barcelona (UB), 2016 - 2021

• Guest Speaker, Universitat Pompeu Fabra (UPF), 2016 - Present

• Guest Speaker, ESADE, 2017, 2018

• Lecturer, Master in Leadership, Universitat de Barcelona (UB), 2014, 2015

• Research Group Member, CETR (Center for the Study of Religious Traditions), 2010 - 2011

Academic Background

• Bachelor’s Degree in International Business and marketing, Universitat Pompeu Fabra (ESCI-UPF)

• Narrative, Story Creation and Genres Programme, University of Westminster

• Program in Narrative, Creative Writing School, University of Oxford