Toby Southgate

Ken Wincko
VP of Marketing
Barnes & Noble College

Ken Wincko is the VP of Marketing at Barnes & Noble College, where he leads the company’s B2B and consumer marketing programs on behalf of its partner schools. Prior to BNC, Ken held Chief Marketing Officer roles at Cision/PR Newswire & WorkWave – a field service software tech startup. He has also held senior-level marketing roles at Dun & Bradstreet, ADP, Citigroup and IBM. He and his teams have won numerous awards including Marketing Team of the Year by Marketo and Best Integrated Marketing Program by the Marcom Awards. Ken graduated with honors from NYU with an MBA in Marketing and Information Systems – and led various marketing programs for the University including the highly successful launch of their student card program – Campus Cash. He also holds an undergraduate degree in Accounting from the University of Notre Dame.


Wednesday, February 5
11:00 AM – 12:00 PM

Understanding Students is the Key to Supporting Students: Insights into Student Behaviors & Trends

Student behaviors and expectations are changing rapidly – not only in terms of academic support and retail experience, but from a social and career perspective as well. From Gen Z to Millennials, it is critical for your entire team to understand these trends so you can create an action plan for making your store an even stronger component of student support on campus. In this session, Ken Wincko, Barnes & Noble’s Vice President of Marketing, has agreed to openly share their internal and proprietary research with ICBA Members on critical topics such as:

  • Student Pulse – A national survey of 120k+ students assessing student expectations and progress in affordability, access and achievement, as well as their expectations and engagement with our stores, general merchandise, and communications/marketing
  • Conversations with Gen Z – Understand their values and what’s important to them
  • Mental Health & Well-being – A view into key triggers of stress for students 
  • Convenience Wants/Needs – Overall snack/beverage trends (i.e. healthier snacking) and shopping

In addition, tips and concepts will be shared that provide insights into how B&N is thinking about ways to better position college stores to meet the current and emerging needs of students going forward.