Feature Stories 2025: Sam Riley '26: Finding direction, discipline, and purpose

When asked for the word that best describes the University of Massachusetts Dartmouth, senior marketing major Sam Riley '26 didn't hesitate.

"Underestimated for sure," he said. "Just like myself, it's not perfect, but it's evolving. That's what I appreciate about the campus, and that's how I know I made the right choice coming here."

A first-generation college student from Boston, Riley has spent the last four and a half years turning doubt into direction — in the classroom, through the University's College Now program, at internships across the SouthCoast's growing blue economy, and in the digital marketing business he's building from the ground up.

It's a journey that almost never started.

"Once I stopped pretending I had to do it all on my own, I started maturing. I found community here. That changed everything."

Finding college—through an unexpected door

For Riley, college wasn't always the plan. Graduating from an underserved high school in the middle of the COVID-19 pandemic, he didn't feel prepared for the traditional college admissions process and questioned whether a meaningful, engaged campus life was even possible during that time.

When his school counselor encouraged him to consider UMass Dartmouth's alternative admissions program, College Now, a program meant for students with strong potential but limited academic preparation, he applied with curiosity, not certainty.

"When I read about the program, it felt like a guided introduction to college," he said. "I wanted to see if I could follow through."

Learning how to be a student

For Riley, the biggest adjustment wasn't the coursework itself — it was learning how to be a college student.

To remain enrolled, College Now students must maintain a 2.0 GPA and stay connected through counselor meetings, community service, and campus engagement. These expectations are designed to help students build habits and confidence that lead to long-term success.

In his first semester, Riley didn't meet the required 2.0 GPA and nearly faced dismissal from the program — an experience that forced him to reflect on what he wanted from college and for himself.

"I lacked discipline," he said. "I didn't understand the habits or structure that college requires."

Through it all, College Now advisors and peer mentors continued to support him, offering guidance, check-ins, and encouragement. The program was built to meet students where they are — but Riley realized he had to meet them halfway. That moment became a turning point.

"Once I decided to commit — to really commit — everything changed," he said. "I didn't just want a degree. I wanted to be the first in my family to see this through."

From there, he leaned into the resources around him. He built study habits, learned time management, and surrounded himself with motivated peers. Slowly, things began to click.

The student who once questioned whether he belonged went on to earn Dean's List honors multiple times, serve as a peer mentor for other College Now students, and earn the Don C. Howard Endowed Scholarship, awarded to College Now students with at least a 2.7 GPA who exhibit leadership potential and a commitment to civic engagement.

"College Now gave me the tools," Riley said. "Once I decided to use them, that's when I started to grow."

Growing personally as much as academically

As Riley's confidence grew in the classroom, he found himself growing just as much outside it. College Now didn't just help him become a stronger student — it helped him understand who he wanted to be.

Raised by a single father after losing his mother at a young age, Riley carried the weight of being the first in his family to earn a degree. That responsibility, and the pride he felt in representing his family, became a source of motivation.

"I wanted to show my younger cousins what's possible," he said. "If I could figure this out, maybe they'd see college as something meant for them too."

That mindset helped him navigate the bumps along the way. Riley learned to ask questions, seek guidance, and surround himself with people who shared his ambition. He began spending long afternoons on the third floor of the library, starting his days with early-morning runs to clear his mind, and taking meaningful breaks talking with friends at the Frederick Douglass Unity House, all places that helped shape his identity on campus.

"Once I stopped pretending I had to do it all on my own, I started maturing," he said. "I found community here. That changed everything."

Discovering business — and his future

That growth became even more visible once Riley settled into the Charlton College of Business, where marketing quickly became more than a major — it became a calling.

"Marketing is the missing piece of the equation for a sale," he said. "Nothing gets bought, attended, or supported unless it's marketed. It's in everything."

Career-planning coursework taught him how to network and present himself professionally, while hands-on learning helped him understand the broader business landscape. He leaned into opportunities outside the classroom, too.

Through a social media internship with the New Bedford Ocean Cluster, Riley gained firsthand experience in the region's emerging blue economy. The work gave him confidence, sharpened his communication skills, and showed him that he could contribute in real professional environments.

"It made me realize I wasn't just a student anymore," he said. "I could step into a room, hold my own, and add value to any organization."

He also completed a blue-tech externship through Courage Builder (formerly Tribe Academy), where he collaborated with engineering, business, and science majors to build an object-detection model. The interdisciplinary teamwork gave him a preview of the kind of problem-solving required in the modern workplace.

"Everyone brought something different to the table," he said. "That's when I understood what real collaboration looks like."

Building something of his own

Those experiences inspired Riley to launch Thrivement, a digital marketing business that supports small and mid-sized companies with branding, creative content, and website development.

"Small businesses work hard, but they can't wear every hat," he said. "I want to help them present themselves in a way that reflects the quality they deliver."

After graduation, Riley hopes to gain more professional experience while continuing to grow his company, with the long-term goal of working for himself.

"I've always been drawn to entrepreneurship," he said. "I want to build something meaningful, create opportunities for others, and keep reinvesting in myself."

Advice for new students

For incoming UMass Dartmouth students—whether entering the university though College Now or the traditional admissions path—Riley offers the same guidance:

"Give yourself permission to let go of the version of you that's holding you back," he said. "You won't know what you can be until you try."