Job Experience


11/2012 - heute

freeyourbrand Peter Baumgartner Marketingberatung GmbH & Co KG, Vienna-Salzburg
CEO & Owner 

Danube University Krems, University lecturer at the Institut of Marketing & International Business Department for Management and Economics

With my new marketing consultancy I consider myself as a sparring partner of CEOs, the executive board, marketing management, product management and service design to enable the joint development and deepening of a brand strategy or focusing the latter while filling it with life and adding new value to the brand. Additionally, my extensive experience in management for both businesses as well as agencies enables me to assume the responsibilities of interim/project management or complex implementation projects at the intersection of marketing/product/service and communications. Among others for Austrian Railways ÖBB, Magenta Telekom, Federal Real Estate Company BIG, Wiener Linien, Kommunalkredit AG, Postbus, City Airport Train, Wienerberger, Asfinag, Swarovski, Rail Cargo Group...

In addition, I teach at the Danube University Krems on the Topics of Integrated Marketing Communications and Brand Management.  


09/2006 - 08/2012

Austrian Airlines AG
Vice President Cabin Services, Marketing & Product Management

The division "Cabin services, Marketing and Product Management" was created under my supervision in 2006 and managed by me since its start to ensure a stringent product, service and brand experience for our customers. I reported directly to the CEO (from 2008 on to the CCO) and was responsible for the operational management of the flight attendants (including training, recruiting and planning), marketing (advertisement, e-marketing & social media, miles & more, branding & signage, uniforms, ambience & on board media) and product management (product development, ground & on board, catering, inflight entertainment, cabin design, service procedures, cooperation, innovation management, on board sale, lounges, complaint management, customer research).


09/2001 - 08/2006

Siemens AG Österreich, Wien
Director Corporate Communications Central & Eastern Europe

Continuing on the work from 1995-1999 I increasingly focused on communication activities with a high involvement of the targeted audience such as the innovation competition »Spin the globe«, the customer loyalty platform (customer retention/relationship platform) »Academy of Life« or the »Siemens Festspielnächte« during the Salzburg festival ("Salzburger Festspiele"). Additionally, to brand development Siemens Austria supported in the CEE-regions that it was in charge of marketing activities for sales and the creation of professional communication structures with a special focus on network synergies. Being in charge of the worldwide communication for the integration of the VA TECH group into the Siemens group and activities for the 125 year anniversary of Siemens Austria we could create (achieve) new internal and external benchmarks.
Top-placements in a range of rankings of attractiveness as an employer or company image next to several advertisement and marketing awards have proven the success of the adopted strategy.

Additionally, with the foundation of IT-service provider fixIT, servicing with a small team the whole range of IT homeapplications (PC, WLAN, Home Cinema Systems, Smartphones & Tablets, Mobile Services etc.), new paths of customer relationship were pursued.


10/1999 - 08/2001

Ogilvy & Mather GmbH, Wien
Managing Director

As one of the first global agency networks, Ogilvy focused on providing fully integrated communication. As managing director I implemented the then new 360 degree branding philosophy of Ogilvy & Mather by connecting the know-how of the classic advertising agency with the knowledge of the specialists from Ogilvy Interactive, Ogilvy direct, Ogilvy PR and Mindshare. Through this interdisciplinary approach I was able to increase the gross income O&M Austria and subsidiary companies substantially.
Selection from the range of customers: Raiffeisen, ÖBB, Uniqa, EVN, SAP, Motorola, BP, Ford, IBM


08/1995 - 09/1999

Siemens AG Österreich, Wien
Director Corporate Communications

My goal was the communicative transfer of Siemens Austria from a »gray giant« to a research focused high tech business. The reputation management covered all communication tools of internal and external communication like press relations, advertisement, market communication, new media, sponsoring, event marketing, leading of the in-house agency and the "Siemens Forum Wien" as a brand park and event location.


12/1991 - 07/1995

SAT.1 SatellitenFernsehen GmbH, Mainz|Berlin
Director Marketing

In the beginning of the nineties the rapid growth of private TV providers made professional marketing necessary. My main tasks were building up a new department for advertisement, re-orientation of the SAT.1 advertising appearance within the customer and advertising market, selecting an agency and contract negotiations, implementation of all advertising activities, and conception and implementation of a SAT.1 shop.
Relocating to Berlin added several additional tasks like new media, sponsoring, events and fairs, cooperation and promotions. From 1994 on I was also responsible for the whole operative marking reporting directly to the managing director of program and marketing and represented SAT.1 in marketing committees of the private TV associations VPRT and ACT.


10/1989 - 11/1991

General Motors Austria, Wien
Districtmanager Sales, Direktmarketing

The Trainee programme in Zurich was followed by the entry to GM Austria as district manager Sales for the Distribution regions Lower Austria & Burgenland (Responsibilities: Wholesale and Consulting of Opel branches regarding sales- and marketing). After one year I transferred into the marketing division and assumed the responsibility for direct marketing and environmental activities of the Opel brand in Austria.


10/1988 - 09/1989

General Motors Europe, Zürich

The General Motors Europe Management Trainee Programme was founded in 1987 and recruited five university graduates per year from across Europe. The traineeship contained the implementation of various projects in the most critical departments of GM in Zurich and Opel in Rüsselsheim. This setting combined with excursions and meetings with the top management allowed for an extensive and quick introduction to the automotive industry.



02/1988 - 09/1988

Civil Service as an ambulance driver for the Austrian Red Cross





03/2006 -



Doctoral studies, Faculty of Economics and Social Sciences at the Friedrich Alexander University, Erlangen-Nürnberg, Germany


Topic: Influences of Cooperations on the development of the Austrian Airlines AG. Historical analysis of the transformation of a national airline between the poles of political influence and private sector orientation 10/1983-01/1988


10/1983 - 01/1988

Vienna University of Economics and Business, Businessadministration
University of Vienna, Journalism and Communicationsstudies 



Graduation Mag. rer. soc. oec., University of Vienna



Further Education


Several management seminars (Situational leadership, presentation technique, media skills, conflict resolution, negotiation strategies, etc.)

Lufthansa General Management Programme, London Business School, London | Mumbai | Frankfurt (2011/12)




My family as a basecamp. Water (sailing) & mountains (especially in winter) to clear my mind. Art, culture & architecture for inspiration. Technology & research due to fascination.