Up the ranks: Petra Schedin Stergel engaged by Sweden-based Dirac as CHRO

She is tasked to scale the team internationally across all disciplines – engineering, sales, and marketing.

Sweden-based digital audio specialist Dirac has expanded its executive team with the appointment of Petra Schedin Stergel (pictured above, left) as Chief Human Resources Officer (CHRO). In this role, she is tasked to scale the team internationally across all disciplines – engineering, sales, and marketing – to deliver on global demand for Dirac’s digital audio solutions and platform technologies.

With the company looking to capitalise on new business opportunities across the automotive, home theater, headphone, and mobile markets, during this next phase of corporate scale, Dirac is expected to strengthen both its commercial and engineering organisations through strategic hires across sales, technical pre-sales, marketing, and engineering.

In her new role, Stergel reports directly to Dirac CEO Peter Friedrichsen (pictured above, right).

Friedrichsen said on the appointment: "Petra brings to Dirac deep experience developing organisational growth in international business environments and has the demonstrated ability to motivate teams and challenge status quos, yet always with a human-centric approach that very much aligns with our culture. We look forward to Petra helping to shape this next generation of Dirac."

Prior to Dirac, Stergel served in various executive roles at technology companies and business consultancies, including Cramo Group and PricewaterhouseCoopers, where she led the HR through phases of scale. At Dirac, Stergel's immediate responsibilities include new hiring and onboarding, performance management, and culture definition and implementation.

She commented: "The innovation of its core technologies, combined with the strength of its commercial partnerships, which include many of the world’s largest technology brands, position the company for new waves of global growth. I am privileged to join the team at such an important point in the company’s history."

The global growth Stergel talks about includes success across all of Dirac's core channels – home audio, pro audio, automotive, headphone, mobile, and streaming – striking key OEM deals with brands such as Onkyo, Pioneer, Philips, Hyundai, Volvo, Polestar, BYD, Klipsch, and ASUS, among others. The company It also continues to develop new sales channels, working directly with semiconductor and middleware companies – including NXP, Analog Devices (ADI), and CRI Middleware – to integrate Dirac audio directly into chipsets and platforms.

Photo / Provided (featuring new CHRO Petra Schedin Stergel and Dirac CEO, Peter Friedrichsen)

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