Summary
Overview
Work History
Education
Skills
Accomplishments
Areas of Expertise
Timeline
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Ray Farrow

Charlotte,NC

Summary

Training leader with proven success in instructional design and strategic development, achieving a 30% increase in employee proficiency at Sonic Automotive. Skilled in Articulate Storyline and LMS platforms, focusing on leadership and talent development to drive growth and enhance team performance.

Overview

14
14
years of professional experience

Work History

Director of Training and Development

Sonic Automotive
01.2020 - Current
  • Designed and implemented a 2-week onboarding program for 200+ call center employees, resulting in a 30-day improvement in time-to-proficiency through the development of training materials, handbooks, and structured curricula.
  • Led a team of 5 trainers and instructional designers to deliver high-quality, consistent training programs aligned with organizational goals, enhancing employee performance across sales, customer service, and operations.
  • Spearheaded the development of leadership and talent management initiatives, including succession planning and mentorship programs, to support long-term organizational growth and employee development.
  • Leveraged LMS platforms to optimize training delivery, track progress, and ensure compliance, while establishing KPIs to measure program effectiveness and align training outcomes with business objectives.

Instructional Designer

Sonic Automotive
01.2017 - 01.2020
  • Designed and developed engaging e-learning content and interactive training modules using industry-leading tools such as Articulate 360, Adobe Captivate, and Camtasia, resulting in improved knowledge retention and performance across multiple departments.
  • Conducted comprehensive needs assessments to identify skill gaps and designed targeted curriculum using platforms like Moodle and Canvas, ensuring alignment with organizational and employee development goals.
  • Collaborated with subject matter experts (SMEs) to create customized training programs, utilizing tools like LearnUpon and iSpring Suite to deliver scalable, user-friendly learning solutions.
  • Leveraged instructional design principles and e-learning tools such as Vyond, Storyline, and Canva to develop visually appealing and effective training materials that enhanced employee proficiency and engagement.

National Sales Training Manager

Sonic Automotive
01.2012 - 01.2017
  • Trained sales teams on automotive sales tools, including eLead, CDK, and finance menu presentation software, to optimize CRM usage, streamline sales processes, and improve closing rates.
  • Led a team of 8 trainers in the Alabama market to successfully launch and implement the 'One Sonic One Experience' sales process, driving alignment and performance across regional teams.
  • Designed and implemented a nationwide sales training strategy, improving team performance and product knowledge across 120 stores through targeted in-person and virtual training programs.

Education

Social Media Marketing Cert -

HubSpot Academy
01.2024

Google Analytics Cert -

Google
01.2024

Master of Science - Strategic Marketing

Bellevue University
01.2023

Instructional Design Certification -

Oregon State University
01.2019

Bachelor of Science - Marketing

Indiana University of Penn
01.2005

Skills

  • Authoring and design tools: Articulate Storyline, Adobe Captivate, Camtasia, Vyond, Adobe Creative Cloud
  • LMS platforms: LearnUpon, Moodle, Blackboard
  • Collaboration tools: Microsoft PowerPoint, Canva, Microsoft Teams
  • Analytics tools: Google Analytics
  • Strategic training development
  • Leadership and team mentoring
  • LMS optimization
  • Instructional design expertise
  • Training effectiveness evaluation
  • Talent development strategies
  • Project management skills
  • Sales enablement and onboarding

Accomplishments

  • Recognized with Training Magazines Top 125 Award (2015-2020) & Training Team Hall of Fame Inductee (2021)
  • Awarded Best Advancement in Coaching and Mentoring – Bronze at the HCM Excellence Awards 2017
  • Best New Hire Onboarding Program – Learn Upon & Sonic Automotive, 2021
  • 13+ years of experience, specializing in designing, implementing, and evaluating training programs aligned with organizational goals to drive employee performance and engagement.

Areas of Expertise

  • A.I.-Powered Learning Design and Dev
  • E-Learning and LMS Implementation
  • Sales Training Program Creation
  • Employee Onboarding Program Design
  • Performance Improvement Strategies
  • Leadership and Talent Development
  • Microlearning Training
  • Needs Analysis and Training Gap
  • Blended Learning Solutions
  • Soft Skills Training
  • Sales Coaching
  • Gamification in Learning

Timeline

Director of Training and Development

Sonic Automotive
01.2020 - Current

Instructional Designer

Sonic Automotive
01.2017 - 01.2020

National Sales Training Manager

Sonic Automotive
01.2012 - 01.2017

Social Media Marketing Cert -

HubSpot Academy

Google Analytics Cert -

Google

Master of Science - Strategic Marketing

Bellevue University

Instructional Design Certification -

Oregon State University

Bachelor of Science - Marketing

Indiana University of Penn

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