Newegg, Inc. appointed Soren A. Mills as chief marketing officer of Newegg North America. As the newly appointed CMO of Newegg North America, Mills will leverage his extensive background in international marketing and e-commerce business development to lead the company's marketing operations and strategy. He will oversee all marketing initiatives, including branding, lead generation, advertising and promotions.

Prior to joining the company, Mills was the executive vice president and general manager at Guitar Center where he led Musician's Friend. Mills has also held a variety of national and international positions at Wal-Mart Stores, Inc. In his most recent role at Wal-Mart International, Mills was promoted to corporate officer in order to build and lead its global e-commerce services group. In that capacity, he successfully developed and launched Wal-Mart's first global e-commerce platform, resulting in growth and profitability improvements.

Before Wal-Mart, Mills was responsible for marketing for the European launch of Priceline.com. As the vice president of marketing at Priceline.com Europe, Mills defined the company's brand strategy and managed sales and marketing operations.