Sarah Starko ’27 Awarded Prestigious National Retail Federation Foundation Scholarship
Sarah Starko ’27 expected to smile, applaud, and return to her seat when she stepped onto the stage at the National Retail Federation (NRF) Foundation’s Honors event in New York City as one of five finalists vying for a highly competitive $25,000 scholarship.
Instead, she heard her name announced as the winner of the NRF Foundation’s Next Generation Scholarship, the organization’s highest honor for undergraduate students pursuing careers in retail.
“I genuinely didn’t expect to win,” Starko said. “When they read my name from the envelope, I was completely shocked. I was shaking through dinner afterward—it was just surreal.”
Starko, currently studying abroad at the London School of Economics through Babson’s Glavin School of International Education, was selected from a national pool of applicants for the NRF Foundation’s premier scholarship competition. The award recognizes students who demonstrate leadership, academic excellence, prior retail experience, and a passion for shaping the future of the retail industry. The NRF Foundation is the nonprofit arm of the National Retail Federation, the world’s largest retail trade association.
“As a result of Sarah’s demonstrated passion for retail, poise, grit, and academic excellence, she will receive a $25,000 scholarship and recognition as an emerging leader in retail,” said Larinda Cole, senior associate director at the Hoffman Family Undergraduate Center for Career Development (CCD). Cole, who was on hand to watch Starko’s acceptance speech, serves as Babson’s undergraduate advisor to the NRF Foundation.
The scholarship was announced at the NRF Foundation Honors gala, a high-profile event in the retail industry attended by top executives and industry leaders from across the country. The runner-up received a $15,000 scholarship, and the three remaining finalists each received $10,000.
“The National Retail Federation’s trade show is one of the major retail events in the world, and they have one of the biggest foundations focused on getting students prepared for careers in retail,” said Professor Lauren Beitelspacher, the Ken and Nancy Major Romanzi Senior Term Chair in Marketing at Babson. “This is tremendous exposure, and we’re incredibly proud.”
A Rigorous Competition
The scholarship involves a multi-round competition including a summer case study—this year developed in collaboration with Crate & Barrel—and multiple interviews designed to evaluate students’ strategic thinking, creativity, and perspective on the industry.
Starko, who came to Babson from Los Angeles planning to pursue consulting, became interested in retail after a compelling internship at PATTERN Beauty, where she discovered the industry’s blend of strategy, creativity, and operational complexity.
“I realized that many of the skills that drew me to consulting are just as applicable, if not even more so, with retail,” Starko said. “You also get to have a little bit of fun and enjoy the work you’re doing, especially if you pick an industry that you genuinely care about.”
She learned about the scholarship while attending the NRF Foundation Student Program last year and applied almost on a whim with a letter of recommendation from Beitelspacher. But, as the process stretched over several months, Starko grew more serious, balancing coursework and internships, all while being in London, away from what she called her “Babson home.”
“It was one of the most intense and rewarding projects I’ve worked on,” she said. “We had to think through everything—from merchandising and marketing to sustainability, supply chain, and financial analysis. There were moments where I realized how much Babson had already prepared me, especially when it came to the technical and analytical work.”
Preparation, Awareness, Ability
What makes Starko’s achievement especially notable is that she earned the scholarship before formally taking a retail course at Babson.
“She competed against students who were far further along in their retail studies,” Beitelspacher said. “That speaks volumes about her preparation, awareness, and ability to connect the dots.”
The honor also underscores the importance of Babson student attendance at the annual NRF Foundation Student Program, said Beitelspacher. A half-dozen Babson undergraduates attended the four-day event this year and eagerly connected with retail executives, young professionals, and recruiters from top retail industry employers.
“They asked questions, they are networking superstars, and you really see all of the things that they are learning at Babson pay off,” she said.
“Sarah’s access to this amazing national retail leadership team is guaranteed to transform her life.”
Larinda Cole, senior senior associate director at the Hoffman Family Undergraduate Center for Career Development
For Beitelspacher, the win represents more than a scholarship—it’s validation.
“For any student, recognition like this confirms that they belong, that they deserve their seat at the table,” she said. “Sarah was incredibly self-directed throughout this process. She did the work because she was curious and driven.”
A Transformative Opportunity
Beyond the financial award, the scholarship comes with rare access to the highest levels of the retail industry.
Starko’s future responsibilities include serving on the NRF Foundation Board, alongside senior executives from companies such as Macys, Target, Old Navy, Goodwill, and Amazon as well as NRF CEO Matthew Shay.
“Sarah’s access to this amazing national retail leadership team is guaranteed to transform her life,” Cole said.
Some of those powerful connections include Babson alumni. Bob Eddy ’95, chairman and CEO of BJ’s Wholesale Club and the current chairman of the NRF Board of Directors, introduced himself to Starko to congratulate her and celebrate the good fortune of a student from his alma mater.
A Community Effort
While Starko’s achievement reflects her own drive, faculty and staff emphasized that it also represents the strength of Babson’s retail ecosystem.
Starko attended her first NRF Foundation Student Program last year as a recipient of Babson’s Retail Leadership Award, which was created with the support of Matthew Rubin ’01, president and senior vice president of digital and ecommerce at Tractor Supply.
“This honor reflects the dedication of our entire Babson community,” Cole said. “From faculty partnerships to alumni mentorship, Sarah’s journey shows what’s possible when students are supported and encouraged to pursue opportunities that can change the trajectory of their lives.”
Cole also credited Beitelspacher, Babson marketing Professor Vini Onyemah, and partners across Undergraduate CCD, Advancement, Alumni and Friends, and the Frank and Eileen Center for Women’s Entrepreneurial Leadership (F&E CWEL), which provided critical support for Starko’s travel from London to New York for the final interviews. Starko is a Women’s Leadership Scholar, an honor she earned through F&E CWEL.
Looking Ahead
For Starko, the experience has reinforced both her career aspirations and her confidence.
“This confirmed for me that retail is where I want to be—and that I can actually do this,” she said. “Being in rooms with people who are shaping the industry and realizing they want to hear what students think—it’s incredibly empowering.”
As she begins her spring semester, Starko is already thinking about how she can contribute.
“I’m excited not just for the opportunity, but for the responsibility that comes with it,” she said. “I want to make the most of this and help open doors for other students, too.”
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