Dirac announces the appointment of Petra Schedin Stergel as the new CHRO of the company

Swedish digital audio company Dirac has announced the expansion of its executive team with the latest appointment of Petra Schedin Stergel as the Chief Human Resources Officer (CHRO). In her new role, Stergel will be responsible for scaling the team internationally across all departments, new hiring and onboarding, performance management, and culture definition & implementation.

Stergel will report 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. 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,” said Peter Friedrichsen, CEO, Dirac.

For the uninitiated, Dirac is a Sweden-based digital audio making company who has experienced success across all of its core channels – home audio, pro audio, automotive, headphone, mobile, and streaming. Over the years, they have struck key original equipment manufacturer (OEM) deals with brands such as Onkyo, Pioneer, Philips, Hyundai, Volvo, Polestar, BYD, Klipsch, and ASUS, among others. 

Prior to Dirac, Stergel served in various executive roles at Cramo Group and PricewaterhouseCoopers, where she led the Human Resources team through strong phases of scale. 

Petra Schedin Stergel, CHRO, Dirac, said, “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. 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.”