Former Grayling CEO Pete Pedersen joins Sonos as global PR head

The former Grayling chief executive and longtime Edelman employee is reporting to CMO Joy Howard in the new position.

SANTA BARBARA, CA: Consumer electronics manufacturer Sonos has brought on former Grayling CEO Pete Pedersen as its global head of PR, a newly created role.

Pedersen, who stepped into the position on Monday, is reporting to CMO Joy Howard. She joined Sonos as its marketing chief in June.

The company is headquartered in Santa Barbara, California, but Pedersen will be based in its Seattle office, he said.

"Sonos’ growth has been pretty impressive over the past couple of years, and I think they’ve reached a point where it just made sense to grow the PR team," explained Pedersen.

His main responsibilities include telling the brand’s story as it enters markets and launches products, as well as handling international communications.

"I think the brand is amazing, the products are superb, and the team and the culture has been nothing short of impressive," said Pedersen. "Literally, some of the smartest people whom I’ve ever met work at Sonos."

He plans to expand the comms team as the company grows, Pedersen added.

In the US, Sonos works with Weber Shandwick, which it hired as AOR three years ago, he confirmed.

For the last seven months, Pedersen served as principal of his own firm, Laurelhurst Consulting Group. That is wrapped up, Pedersen said, noting he has "100% of my focus on Sonos."

Before that, Pedersen was CEO of Grayling for two years. He resigned from the role in January, tweeting at the time that he was looking forward to his "next great adventure."

Prior to Grayling, Pedersen worked at Edelman for nearly 20 years, most recently chairing its global technology practice. During his time at the firm, he served as a leading member of the executive team on key accounts such as Microsoft and Xbox.

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