sonosPete Pedersen, the tech agency vet who stepped down as CEO of Grayling in January, has plugged into wireless music speaker maker Sonos as global head of PR.

pete pedersenThe 13-year-old Santa Barbara, Calif.-based consumer electronics company, whose mission is to "fill every home with music," has operations in Boston and Seattle in the US, as well as four outposts in Europe and a China locale, as well. Half of its sales are derived from Europe.

Pedersen helmed Grayling for two years, helping the firm, which does a majority of its business in Europe, transition to a digital and technology base. That role followed nearly 20 years and senior roles with Edelman, including chair of its global tech practice.

His client experience spans bluechips like Microsoft (Xbox), HP and Best Buy.

Sonos, leveraging consumer shifts toward streaming music, has gained speaker market share from entrenched players like Bose and Sony in the space. Ad Age reported in February that the company, approaching $1B in revenue, has expanded its marketing budget more than twenty-fold with high-profile pitches at the Grammys and Super Bowl.