Martin Förster
Head of Product Management Housing @Aareon DACH
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WORK HISTORY
Head of Product Management Housing @Aareon DACH
Mainz, DE
As Head of Product Housing DACH, I lead the product strategy for Aareon’s largest market unit, steering SaaS innovation in the housing sector and ensuring our portfolio drives long-term growth. I partner with senior leadership to align product direction with market needs, accelerate cloud transformation, and strengthen customer engagement.Selected Achievements:Product Strategy & Growth: Defined and aligned a market-driven product strategy that supports sustainable growth and positions Aareon as the leading SaaS provider in housing.Cloud Migration: Leading the migration of customers from legacy ERP to Wodis Yuneo, driving adoption of scalable cloud solutions while reducing churn risk and modernizing our client base.Customer-Centric Innovation: Introduced a structured product discovery process and trained product teams in evidence-based decision-making, improving speed and quality of innovation.Operating Discipline: Established a transparent prioritization framework and customer-facing roadmap, improving resource allocation and strengthening trust with clients and stakeholders.Engagement & Transparency: Launched an open Idea Portal, giving customers direct influence on product direction and reinforcing a collaborative innovation model.
EDUCATION
University of Applied Sciences Cologne
Business Administration
Rheinische Fachhochschule Köln
Master of Science (M.Sc.), Marketing and Media Management
Middlesex University
Bachelor of Arts (B.A.), Photography
SKILLS
ABOUT MARTIN FÖRSTER
I build and scale product organizations that transform companies and unlock growth. Over the past decade, I’ve led SaaS transformations in PE-backed and publicly traded environments, delivering measurable results by aligning technology, product strategy, and business outcomes. At Aareon, a portfolio company of Advent International, I lead the product management for the largest market unit, driving the migration from legacy ERP to a modern SaaS platform. Prior to that, I managed global product rollout & migration at Wolters Kluwer, ensuring pan-European rollout and adoption of a core SaaS platform in a highly regulated market environment. My track record spans: • Scaling product & engineering organizations across multiple countries • Driving SaaS transformations in highly regulated B2B industries • Turning around underperforming portfolios with clear strategy and operating discipline • Building high-performing product teams and embedding product discovery practices I thrive at the intersection of strategy and execution — whether that means designing an operating model that aligns product with revenue, or coaching product and engineering teams through transformation.
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