Established in 2022 in Brooklyn, NY, Strategy Concepts is a B2B strategy, communications, and event execution firm that helps businesses forge lasting relationships and deliver measurable impact. We identify the issues shaping the marketplace, bring together the right experts and organizations to address them, and design experiences that translate insight into action.
Our team combines strategic vision with flawless execution—creating ecosystems of leaders who share a common mission and the momentum to move it forward.
About Us
Our Team
Andrea Fallin is a passionate community builder and connector who creates programs that inspire collaboration and drive impact.
She began her career at Scholastic Inc., where she had the privilege of reporting directly to Beth Ford—now CEO of Land O’Lakes and recognized by Time Magazine as a Woman of the Year. This early mentorship shaped Andrea’s leadership philosophy, emphasizing direct, respectful communication and the power of building teams grounded in trust.
At Racher Press, Andrea discovered her talent for creating meaningful industry connections. Rising to Senior Vice President of Business Development, she led initiatives that united retail leaders through high-impact events and thought-leadership platforms, including the launch of Most Influential Women in Mass Retail. She also co-founded the WE community, serving as its inaugural chair for four years and continuing today as an advisor.
In 2022, Andrea founded Strategy Concepts, a B2B strategy, communications, and event firm that helps businesses forge lasting relationships and deliver measurable impact. Working with leading organizations across beauty, wellness, and retail, she drives purposeful collaborations that translate insight into action and strengthen the communities that move industries forward.
Andrea
Fallin
With over 15 years of experience in events and client-experience work, Sheena Harber serves as an Event Strategist at Strategy Concepts, helping bring ideas to life through clear planning, thoughtful design, and strong execution. She’s known for her detailed approach, creative thinking, and commitment to delivering experiences that reflect the goals and culture of each program.
Sheena believes the best events strike a balance between purpose and experience — where content, environment, and connection work together. She is valued for her collaborative nature, steady leadership, and ability to create programs that feel intentional, welcoming, and impactful for attendees.
Outside of work, Sheena finds joy in creating meaningful moments with family and friends — the same spirit she brings into the experiences she designs.