CarNow, an automotive digital retailing company, appointed Will Farmer chief revenue officer, responsible for overseeing revenue growth across field, national and independent sales with a focus on delivering value to customers and driving results for its dealer network.

“My focus is to lead efforts in delivering recurring impact to our customers and making it easier for our dealers to do business with CarNow,” Farmer said in a press release on the appointment. “We’ll build on the customer-centric approach throughout the entire organization, seeking to improve efficiencies in the sales process while enhancing and expanding our offerings.”

Farmer has served as a senior sales and operational leader across diverse industries, including automotive, mobile technology, telecommunications, real estate and auctions. Throughout his career, CarNow says he's fueled growth by developing and leading motivated high-performance teams, transforming underperforming organizations, and expanding market footprints.

“Will’s impressive track record and dynamic leadership style, honed across diverse industries, perfectly align with our commitment to driving innovation and exceeding expectations for our customers,” said CEO Kanye Grau. “Will brings a unique blend of strategic insight and operational prowess, and we’re excited to leverage his disruptive mindset to elevate our revenue streams, foster customer-centric approaches, and solidify CarNow’s position as an industry trailblazer.”

Farmer previously held sales and revenue operations roles at Traxero, BacklotCars, TradeRev and ADESA. He holds an MBA from Virginia Tech and a bachelor's degree in business administration from Roanoke College, where he sits on the Board of Directors for The Management Institute. He volunteers as a fundraising auctioneer for various community organizations, including Global Camps Africa, American Heart Association, Children’s Miracle Network, and The Spot on Kirk.