Hi, I'm Candice...
Hi, I’m Candice Grijalva, a product strategist, chaos organizer, and the calm-in-the-room when everything else feels like a fire drill.
I work with early-stage and growing teams to build real product practices before chaos takes over. From scrappy startups to scaling SMBs, I guide organizations through moments of rapid growth, uncertainty, and change. I bring clarity, structure, and forward momentum without sacrificing speed or spirit.
My path into product leadership started long before I had the title. I grew up in Los Angeles and moved to Arizona in 2006. My father battled serious medical issues, and from a young age, I learned the importance of advocating for underserved individuals. That deep-rooted sense of purpose shows up in my work every day, whether I’m designing accessible user experiences, mentoring a new product manager, or operationalizing strategy to create more inclusive and sustainable ways of working.
Over the last 15+ years, I’ve led product in regulated industries, multilingual markets, and global SaaS environments. I’ve built 0–1 marketplaces, implemented AI and ML to improve outcomes, launched products in multiple countries, and partnered with Fortune 100 companies on accessibility-focused solutions.
But what I’m most proud of isn’t just what we shipped, it’s who we grew.
Under my leadership, team members have either been promoted or evolved into a new role, and I’ve had 100% retention on my teams. No one has ever quit because I prioritize a culture of coaching, ownership, and clarity. I believe that strong product teams are built through support and structure, not pressure and burnout.
I’m especially passionate about helping teams who are building from scratch. Those moments when roles are fuzzy, process is nonexistent, and the whiteboard is still clean. I bring the calm before the chaos, translating vision into strategy, and strategy into execution.
Outside of work, you’ll find me involved a twisty thriller movie or novel, hanging out with my three dogs, or planning for my long-term dream: running a senior dog sanctuary. For me, it’s always been about helping people feel seen, supported, and set up to succeed.
My Leadership Philosophy
I lead where I’m needed, whether that’s setting vision at the top or getting into the weeds with a team that’s stuck.
I build cultures where people feel seen, supported, and set up to succeed. When people thrive, products do too.
Real product leadership is hands-on, human-centered, and built for momentum that lasts.
Highlights and Credentials
- Led global launches in 4 countries for a $500M+ SaaS org
- Oversaw a $850M+ product suite impacting 400,000+ users
- Built the first product department at Plexus, scaling a team of 7
- 100% employee retention across multiple teams
- Pragmatic Institute (PMC-IV), CSM certified
- M.A. in Public Policy & Administration
- Fluent in product, strategy, accessibility, and operations