Sig & Story

Turning Signals into Stories that move the needle for lifestyle brands in luxury, beverages, hospitality and wellness.

After 20+ years leading consumer and commercial insights for iconic brands like LVMH, Hershey’s, Campbell’s, and Chiquita, I've learned that most brands don't lack data, they lack the synthesis to turn it into clear direction. In a world moving faster by the day, brands can't afford to move slow or rely on hunches instead of insights. Speed, clarity and consumer insight are table stakes.

Sig & Story partners with brands facing these challenges to get from insights to action:

AI and data overwhelm when you need discernment on what’s true and which signals matter

Business decisions made without consumer insight when human understanding should drive choices

Siloed insights that never connect into actionable decisions that move the business

Generic decks and one-size-fits-all answers when teams need narratives tailored to their priorities

Research that takes months when business questions demand clarity in weeks

How I Help Brands

Sig & Story delivers clarity faster by combining custom AI frameworks, research, and human perspective, tailored to fit the business question.

VOICE OF CONSUMER

Uncover the motivations, rituals, and occasions that drive consumer choice.

CONNECT THE DOTS

Whether you have a wealth of data or just a big business question, I connect the right sources such as CRM, research, or public data, and distill them into clear direction.

STORY & SELL-IN

Craft decision-ready narratives with clear What → So What → Now What that land adoption, not just alignment. Stories tailored by audience.

Consulting Packages

Focus Areas

MACRO TRENDS, CATEGORY & MARKET INTELLIGENCE

Illuminate cultural shifts, category dynamics, and whitespace opportunities to help leaders anticipate change, inspire innovation, and act with confidence.

OCCASION & CONSUMER UNDERSTANDING

Decode audiences, demographics, occasions, and rituals to understand the role your brand plays in the consumer journey and where new opportunities emerge.

STRATEGIC STORYTELLING

Apply storytelling as a strategic lever to align executives, brand teams, and commercial partners. Build the shared understanding and conviction needed to move from insight to action across the business.

Consulting Packages

Credentials

EXPERIENCE WITH WORLD-CLASS BRANDS

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ENTERPRISE PERSPECTIVE

I understand how insights must serve different strategic priorities simultaneously because I've partnered across sales, finance, marketing, and global leadership teams.

FLUENCY ACROSS INSIGHTS DISCIPLINES

I see patterns others miss because I've mastered every angle, from shopper intelligence and consumer research to commercial enablement.

STORIES THAT TRAVEL

I craft insights that resonate at every level because I've presented to retailers, brand and marketing teams, sales teams, C-suite executives, and global leaders.

SMARTER TOOLS & ENABLEMENT

I enable teams and accelerate outcomes because I’ve built clarity frameworks, trained organizations, and integrated AI into the way insights work gets done.

Case Studies

Uncovered Unexpected Markets for Mezcal

AI-Accelerated Market Strategy

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Decoded What ‘Hosting’ Really Means

Qualitative Research | Occasion Mapping

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Unlocked Hispanic Retail Opportunity

Multi-Modal Analysis | Commercial Enablement

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Defined Optimal Rosé Messaging

Rapid Quantitative Research | Messaging & Comms

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What People Say

  • "Collaborating with Courtney is always a privilege. She's a strategic and visionary thinker who balances big picture with nuanced details. Her guidance ensures every project is actionable and supports business objectives—a truly creative thinker who elevates work beyond the obvious."

    Partner, Insights Consultancy

  • “Courtney has been an exceptional partner in driving insights into action. Quick to jump in, she looks for underlying issues and opportunities, working alongside marketing to find data that supports, challenges, and improves decision making."

    Brand Marketing Leader, Premium Wine

  • “Courtney's attention to detail and work ethic are infectious. Her top attribute is how she approaches complex business questions—never taking results for granted, always striving to get the most from research. Her advice comes from common sense and perspective. An incredible asset."

    Beverage Industry Thought Leader

  • "She brings sharp intelligence, a strategic mindset, and a collaborative energy to her work. Courtney has a deep understanding of how to connect consumer insights to broader business context & goals, and influence stakeholders to take action."

    VP Data Insights & Analytics, global luxury brand

  • "Courtney is a world-class insights specialist... a highly effective specialist of interpreting and predicting human behavior, particularly with respect to purchase patterns and segmentation... a captivating communicator, trainer, and presenter."

    Senior Director of Category Management, global beverage brand

  • "One of her standout strengths is her ability to connect with and understand a brand from both the consumer and shopper perspective. She excels at building holistic stories that span across channels, ensuring that strategies resonate in an omnichannel environment and drive meaningful results."

    Director of Business Intelligence, global luxury brand

About Me

Curiosity has always been my fuel. I love connecting the dots, uncovering patterns, and finding the story beneath the surface. The real magic is in collaboration, helping teams not just hear the insight but truly understand it. Insights only matter when they spark momentum.

I am passionate about lifestyle brands that elevate everyday life and bring meaning to moments of connection, joy, and self-care. This is why I focus on hospitality, wellness, luxury, and both alcoholic and non-alcoholic beverages. If your brand sits outside these sectors but shares this purpose, I would love to explore how we can work together. Through Sig & Story, I bring together data rigor, empathy, and discernment, with AI as an amplifier, to help brands see more clearly and move forward with confidence.

Consulting Packages