Digital retail software provider CarNow has hired former BacklotCars and ADESA executive Will Farmer as its chief revenue officer, the company announced Tuesday.

Farmer will be responsible for overseeing revenue growth across field sales, national sales and independent sales, with a focus on delivering value to customers and driving results for CarNow’s dealer network.

“My focus is to lead efforts in delivering recurring impact to our customers and make it easier for our dealers to do business with CarNow,” Farmer said. “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 comes to CarNow from dispatch and impound management software provider Traxero, where he served as vice president of impound revenue operations. Previously, he was vice president of U.S. dealer sales for BacklotCars, and has also held executive positions with ADESA and TradeRev, and was president of Farmer Auctions in Salem, Va.

In a news release, CarNow said his experience demonstrates a “history of success as a senior sales and operational leader across diverse industries, including automotive, mobile technology, telecommunications, real estate and auctions,” and that he has “consistently fueled growth by developing and leading motivated high-performance teams, transforming underperforming organizations and expanding market footprints.”

CarNow CEO Kayne Grau said Farmer’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.”

“Will brings a unique blend of strategic insight and operational prowess,” Grau said, “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.”