SOURCE: Newegg


September 05, 2012 13:02 ET

Newegg Names Experienced Chief Marketing Officer to Help Lead Company Strategy

Soren Mills Joins Leading Computers and Electronics E-Commerce Retailer

CITY OF INDUSTRY, CA--(Marketwire - Sep 5, 2012) -  Newegg Inc., the leading electronics-focused e-retailer in the United States, today announced the appointment of 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 Newegg's marketing operations and strategy. He will oversee all marketing initiatives, including branding, lead generation, advertising and promotions.

"Soren has a history of achieving top-line growth objectives and building world-class e-commerce brands," said Bob Bellack, CEO of Newegg North America. "As we continue to expand upon our position as a leading electronics-focused e-retailer, Soren's leadership and expertise will be critical in helping us develop a strategy that sets us apart from the competition. Soren is a remarkable addition to our leadership team, and we look forward to his contributions."

Prior to joining Newegg, Mills was the executive vice president and general manager at Guitar Center where he led Musician's Friend, the company's online division and largest online retailer of musical instruments. 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 As the vice president of marketing at Europe, Mills defined the company's brand strategy and managed sales and marketing operations. During his time there, Mills helped the company achieve a significant share of the UK online airline ticket market.

"Newegg has already established a great reputation as a trusted e-retailer of computers and consumer electronics," said Mills. "I am eager to share my experience and best practices for marketing success in the e-commerce space with the Newegg team to further the company's growth."

Mills holds a master of business administration from Dartmouth College, Amos Tuck School of Business.

About Newegg Inc.
Newegg Inc. is the leading electronics-focused e-retailer in the United States. It owns and operates ( and (, and regularly earns industry-leading customer service ratings. Newegg delivers a world-class e-commerce platform and is committed to serving the online technology community, from tech-enthusiasts to small and medium-sized businesses. Both and feature a comprehensive selection of the latest computer hardware and consumer electronics products, detailed product descriptions and images, as well as how-to information and customer reviews. Newegg Inc. was founded in 2001 and is headquartered in City of Industry, California.

Contact Information

  • Contacts:
    Jenny Chai
    Newegg Inc.
    (626) 271-1420 x23369
    Email Contact

    Johanna A. Wojciak
    Finn Partners for Newegg Inc.
    (415) 348-2734
    Email Contact