Productside Stories

Trailblazing Women In Product Management: Shira Gershoni, VP of Product at Asurion

Featured Guest:

Shira Gershoni | VP of Product at Asurion
19/03/2024

Summary

In this empowering episode, Nicole Tieche sits down with Shira Gershoni, Vice President of Product at Asurion, to explore her inspiring career path and leadership approach.

From her unexpected start in the Israeli Defense Forces as a software engineer to her rise in product management, Shira shares how curiosity and people-centered problem-solving led her to product leadership. She discusses the complexities of working across marketing, design, data analytics, and operations teams — emphasizing that understanding your audience is critical to product success.

Shira’s insights on stakeholder management, communication, and empathy provide valuable lessons for both aspiring and experienced product leaders. She also reflects on the evolving role of women in tech, offering heartfelt guidance on finding mentors, fostering community, and recognizing how everyday life — from parenting to personal projects — mirrors product management itself.

Takeaways

  • Curiosity drives discovery — every product manager’s journey starts with asking “why.”

  • Know your audience — tailor your message for each stakeholder group.

  • Ask “What keeps you up at night?” — understanding others’ pain points builds influence and trust.

  • Stakeholder alignment is communication mastery, not consensus.

  • Product management is a mindset, not just a role — passion, empathy, and problem-solving matter most.

  • Women bring unique perspectives and empathy that enrich product outcomes.

  • Mentorship and community are key for career growth and confidence.

  • Personal experiences translate — managing family, travel, or even dinner can teach product thinking.

  • Diversity strengthens innovation — inclusive teams create more impactful products.

  • Dream big and start small — define your vision, take the first step, and keep learning.

Chapters

00:00 Introduction and Welcome to Trailblazing Women in Product Management
00:54 Shira’s Journey from Military Service to Product Management
03:05 Discovering Passion for People and Problem Solving
03:41 Collaborating Across Stakeholders at Asurion
05:25 The Importance of Knowing Your Audience
06:41 The Power of Asking “What Keeps You Up at Night?”
08:46 Advice for Women Breaking into Product Management
10:29 Applying Personal Passions to Product Leadership
11:05 Lessons from Motherhood and Real-World Product Management
13:07 Defining Customer Experience Beyond UX
15:29 The “Understand, Feel, Do” Framework for Product Success
15:29 Advice for Women in Tech: Mentorship, Vision, and Growth
17:52 Encouraging Women to Dream Big and Find Mentors
18:24 Closing Reflections from Shira and Nicole

Keywords

Shira Gershoni, Asurion, Nicole Tieche, Productside Stories, women in product management, leadership, mentorship, product strategy, stakeholder management, empathy in leadership, customer experience, curiosity, career growth, diversity in tech, product thinking, innovation, communication skills

Introduction and Welcome to Trailblazing Women in Product Management

Nicole Tieche | 00:00–00:24

Hello, everybody. I’m **Nicole Tieche**, your host of *Trailblazing Women in Product Management*. Today, I’m interviewing **Shira Gershoni**, **Vice President of Product Management at Asurion**. I’m so excited to share her insights and experiences in the dynamic world of product management. Welcome, Shira!

Shira Gershoni | 00:24–00:32

Thank you, Nicole. I’m really, really happy to have the chance to talk with you today about a topic I’m most passionate about.

Shira’s Journey from Military Service to Product Management

Shira Gershoni | 00:54–01:52

I love telling this story because everyone discovers product management differently. When I started my career in tech, the role of product management wasn’t well defined. My journey began in the Israeli Defense Forces — I served in the IDF as a software engineer. I wasn’t a “techie girl,” but that experience opened a whole new world for me. After my service, I continued in tech but soon realized I was more of a people person than a coder.

So I asked my CEO if I could take on product responsibilities in addition to my job — and that’s how I discovered my true calling.

Discovering Passion for People and Problem Solving

Shira Gershoni | 03:05–03:41

Being a product manager allowed me to combine my curiosity with my love for collaboration. I enjoyed running through hallways, talking to people, and solving problems collectively — that’s when I knew I was in the right place.

Collaborating Across Stakeholders at Asurion

Shira Gershoni | 03:41–04:57

At Asurion, I partner daily with marketing, engineering, UX design, data analytics, and operations. It’s a large-scale, omnichannel company, serving millions worldwide — so stakeholder diversity is massive. Even our customer support team plays a vital role in shaping experiences. Every day looks different, and that’s what keeps me energized.

The Importance of Knowing Your Audience

Shira Gershoni | 05:25–06:34

One of the most important lessons I’ve learned is to always know your audience. That applies not only to customers but to everyone you collaborate with internally. You might need to explain the same idea five different ways depending on your stakeholder. How you talk to Legal is very different from how you talk to B2B partners. Flexibility and empathy are crucial.

The Power of Asking “What Keeps You Up at Night?”

Shira Gershoni | 06:41–07:08

I make it a habit to ask every stakeholder one simple question: *“What keeps you up at night?”* Understanding their worries helps me be a better partner and product manager. If we know what others care about, we can align and build stronger relationships.

Advice for Women Breaking into Product Management

Shira Gershoni | 08:46–10:29

Product management isn’t about what you studied — it’s about who you are. It’s driven by passion, curiosity, and resourcefulness. A great PM can influence without authority, rally a team, and solve problems creatively. My advice to women entering this field is to look within — are you curious, empathetic, and willing to take initiative? Those traits matter more than any degree.

Lessons from Motherhood and Real-World Product Management

Shira Gershoni | 11:05–11:34

Many women don’t realize they already *are* product managers in their personal lives — organizing, coordinating, and solving daily challenges. Parenting, for instance, involves managing multiple “stakeholders” with different needs!

Defining Customer Experience Beyond UX

Shira Gershoni | 13:07–15:05

At Asurion, I lead the **end-to-end customer experience**. That means thinking beyond screens and buttons — it’s about understanding the journey from problem to resolution. I often bring analogies from everyday life (especially food!) to help my team think creatively.

The “Understand, Feel, Do” Framework for Product Success

Shira Gershoni | 15:29–16:30

My go-to model is “Understand, Feel, Do.” For every feature, ask: – What does the user **understand**? – What do they **feel**? – What do you want them to **do**? It’s simple but powerful — and applies both to product and life.

Encouraging Women to Dream Big and Find Mentors

Shira Gershoni | 17:52–18:24

The tech industry is still male-dominated, but progress is happening. I encourage women to dream big and take that first step. At Asurion, I co-lead our **Women in Product group**, helping women transition into product roles and find mentors. Mentorship can spark confidence and open doors — sometimes the person who helps you take the leap is sitting right next to you.

Closing Reflections from Shira and Nicole

Nicole Tieche | 18:24–End

Thank you, Shira, for sharing your journey and wisdom. Your story is an inspiration to women everywhere in product management.