City of Industry-based Newegg, the electronics retailer, said Wednesday that it has named Soren A. Mills as Chief Marketing Officer at the company. Mills joins the firm from Guitar Center, where he in charge of Musician's Friend, the company's online division. Mills also has served at Wal-Mart Stores and Priceline.com. Newegg said Mills will be repsonsible for all marketing initiatives at the company. Newegg is a major, privately held electronics retailer, which has quietly become one of the largest online retailers on the Internet. The firm had sales of over $2.3 billion in 2010.