HomeNewsDirac expands executive team as global growth accelerates across all core markets

Dirac expands executive team as global growth accelerates across all core markets

May 11, 2022

New Chief Human Resources Officer Petra Schedin Stergel will scale the company across all disciplines – engineering, sales, and marketing – to deliver on surging global demand for Dirac’s industry-leading digital audio solutions and platform technologies.

UPPSALA, Sweden, May 10, 2022 — Swedish digital audio pioneer Dirac today announced the expansion of its executive team to further capitalize 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 organizational 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 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.

Petra HR

“Dirac is unique in that, despite its over twenty-year legacy, it’s entirely apparent that the company’s best chapters very much lie ahead,” stated Stergel. “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.”

Over the last several years, Dirac has experienced marked 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 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. 

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

For more information on Dirac, visit www.dirac.com. For hi-res photography, click here.

​​About Dirac:

Dirac develops digital software solutions that create a significantly improved sound experience for all types of sound systems. Our customers include enterprises, such as sound system manufacturers and streaming services, as well as consumers. Dirac is a global company with headquarters in Uppsala, Sweden and R&D facilities in Copenhagen, Denmark and Bangalore, India, with representation in China, Germany, Japan, Korea, Taiwan and USA.