Will Riley is the Managing Partner of COOP CCO, an integrated marketing and operations firm focused on building better brands through stronger positioning, strategic planning, and cohesive marketing. With over a decade in marketing leadership roles with Aflac, Newell Brands, The Home Depot, and a combined total of 15 years with Zaxby’s – from cashier to VP of Brand Management – Will has had an adventurous career. He’s worked with country music stars, developed insurance products, innovated label makers, merchandised hand tools, and created multiple brand management teams from scratch. A graduate of the University of South Carolina (BBA) and the University of Georgia (MBA), it goes without saying that he’s a bit conflicted each fall.