Sig & Story

A strategic insights consultancy helping brands in wellness, luxury and alcoholic and non-alcholic beverages turn Signals into Stories that drive the business.

I’m Courtney, founder of Sig & Story.

Over the past 20+ years, I’ve led consumer, shopper, and commercial insights for brands including LVMH, Hershey’s, Campbell’s, and Chiquita. One truth has stayed constant: data alone doesn’t drive decisions, clarity does.

I partner with marketing, sales, insights, and agency teams to uncover what motivates consumers, shape brand strategy, and guide decisions from early innovation to in-market performance. Fluent across data sources and insights disciplines, I’m effective operating lean with limited tools or within enterprise-level systems.

Curiosity fuels my approach. I see what others overlook, reveal meaning in the noise, and craft stories that guide confident, informed decisions. I’m especially drawn to brands that live at the heart of human ritual, lifestyle, and shared experience, where understanding people is just as important as understanding data.

Sig & Story reflects that philosophy: combining data rigor, human perspective, and AI as an amplifier to create insights that inform strategy and inspire action.

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Built to Meet You Where You Are

Sig & Story adapts to your product cycle, your data reality, and your team structure with a clear and flexible framework to get you from insights to action.

Your Product Cycle

I build market and category intelligence, test demand, define your consumer, and sharpen positioning through competitive analysis and trend mapping.
I perform go-to-market analysis, craft stories that resonate with stakeholders, and provide the category insights needed to break through.
I deliver performance diagnostics, identify growth opportunities through category and trend analysis, and guide strategic repositioning.

Your Data Reality

I design smart, cost-effective approaches like AI scans, rapid surveys, or lean studies to get you the answers you need.
I fill gaps fast using AI scans, trend intelligence, data sources you already pay for, or quick targeted studies.
I synthesize what you have into clear direction.

Your Team Structure

I act as your on-call insights partner, bringing senior-level clarity to your consumer, category, and growth questions without the cost or complexity of a full-time hire.
I help early-stage teams answer key business questions, build capabilities, and create the insights foundation for confident growth.
Your team knows the questions. You just need more hands, faster answers, and senior perspective. I can lead projects, synthesize complex inputs, build strategic insights narratives, and deliver clarity that drives decisions.

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Flexible Framework

**Sig & Story’s** flexible framework brings clarity by combining existing data, new data or research, custom AI workflows, and human perspective. Each engagement is tailored to the business question, whether that means following the full process or focusing on a single stage.

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Credentials

20+ years working for world-class brands across sales, business intelligence, and consumer insights functions, driving $10M+ in retail growth, 5K+ new placements, and a 34% lift in brand awareness across a $2B+ portfolio.

*Brand names and logos shown represent past employers or clients and are used solely to illustrate professional experience. They do not imply current affiliation or endorsement of Signal & Story.

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.

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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

Sig & Story

A strategic insights consultancy helping brands in wellness, luxury and alcoholic and non-alcholic beverages turn Signals into Stories that drive the business.

I’m Courtney, founder of Sig & Story.

Built to Meet You Where You Are

Sig & Story adapts to your product cycle, your data reality, and your team structure with a clear and flexible framework to get you from insights to action.

Your Product Cycle

Your Data Reality

Your Team Structure

Flexible Framework

Sig & Story’s flexible framework brings clarity by combining existing data, new data or research, custom AI workflows, and human perspective. Each engagement is tailored to the business question, whether that means following the full process or focusing on a single stage.

Credentials

20+ years working for world-class brands across sales, business intelligence, and consumer insights functions, driving $10M+ in retail growth, 5K+ new placements, and a 34% lift in brand awareness across a $2B+ portfolio.

"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."

“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."

“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."

"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."

"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."

"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."

**Sig & Story’s** flexible framework brings clarity by combining existing data, new data or research, custom AI workflows, and human perspective. Each engagement is tailored to the business question, whether that means following the full process or focusing on a single stage.