Sweden-based Dirac appoints new Chief Human Resources Officer

Petra Schedin Stergel (left), Peter Friedrichsen (right)

Sweden-based Dirac announced the expansion of its executive team to further capitalise on a growing range of new business opportunities across the automotive, home theater, headphone, and mobile markets.

Effective immediately, Petra Schedin Stergel joins the company as Chief Human Resources Officer (CHRO), with responsibility for scaling the team internationally across all departments. She reports directly to Dirac CEO Peter Friedrichsen.

“As Dirac continues to scale, hiring the right people – that align with our culture, competencies, and ambition – is of paramount importance to our success,” stated Friedrichsen.

“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,” Friedrichsen continued.

Prior to Dirac, Stergel served in various executive roles at leading technology companies and business consultancies, including Cramo Group and PricewaterhouseCoopers, where she led the Human Resources team through strong phases of scale. At Dirac, Stergel will be responsible for new hiring and onboarding, performance management, and culture definition and implementation.

Over the last several years, Dirac has experienced success across all of its 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.

It 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.

During this next phase of corporate scale, Dirac will strengthen both its commercial and engineering organisations through strategic hires across sales, technical pre-sales, marketing, and engineering.