Jill Choi profile photo

Jill Choi

Senior Director of Product Management at PPLSI (LegalShield & IDShield)

Product StrategyGrowth & MonetizationGenerative AIP&L ManagementA/B TestingUser Experience Mapping
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About

I'm Jill Choi, currently the Senior Director of Product Management at PPLSI, where I oversee product for LegalShield and IDShield. My career has been a rewarding adventure, moving from chemical engineering into product leadership roles at companies like Care.com, SmugMug, and Home Depot. I specialize in growth, monetization, and leveraging AI to solve real human problems. I’m a firm believer that success comes from understanding how people work, not just how things work. I’m passionate about building mission-driven products, mentoring others through their own career adventures, and fostering a transparent, kind professional community. Whether it's discussing the latest in GenAI or sharing strategies for subscription growth, I'm always eager to connect with others who are looking to step on the gas and build the future together.

Networking

What I can offer

  • ›Expertise in subscription growth and pricing strategy
  • ›Mentorship in product leadership and career adventures
  • ›Insights on GenAI implementation and chatbot optimization

Looking for

  • ›expanding my professional network
  • ›exploring mutual opportunities in SaaS, E-commerce, and AI

Best fit for

Product managersEngineers and data scientistsJob seekersExecutive council members

Current Interests

Generative AI prompting and constraintsProduct management frameworks (Reforge, Lenny’s Podcast)Job search advocacy and community supportIntent-based persona development

Background

Career

Transitioned from Chemical Engineering and production management into a robust product career, spanning Home Depot, Matterport, and SmugMug, eventually leading growth and monetization at Care.com before joining PPLSI.

Education

MBA in Leading People and Organizations from Santa Clara University (2006–2009); B.S. Chemical Engineering from University of Wisconsin-Madison (1998–2003).

Achievements

  • ›Drove 38% revenue increase and 15% churn reduction at SmugMug.
  • ›Increased Home Depot annual revenue by $70M through funnel optimization.
  • ›Achieved 60% conversion rate from free to paid subscribers at Matterport.
  • ›Improved SmugMug MacOS app ratings from 1 star to 4.4 stars.
  • ›Reduced chatbot error rates by 30% at Guidewire.

Opinions

  • Success is knowing how people work, not how things work.
  • Messaging should influence through kindness and clarity rather than guilt or fear.
  • The 'Open to Work' banner is an efficient tool for networking, not a sign of desperation.
  • User journey scoring should be tied directly to team performance metrics.