https://confluence.atlassian.com/adminjiracloud/configuring-email-notifications-776636790.html seems to be suggesting that the only way someone is going to get an email notification whenever any ticket is created is if they are a Project Lead. But that's not how it worked at my old company. At my old company we had multiple people got these notifications.
Maybe the project in question had multiple Project Leads but if that's the case idk how to make it so that a project can have multiple leads.
Hope all is well with you. I think you can accomplish by doing the following.
Add the recipient, group, role, or email address that needs to receive the notification in the Events Created section in the Notification Scheme. You will need Jira Admin permissions to do this. It may look slightly different if you are on the cloud version.
The second option would be to do it via an add on app like Automation for Jira or others.
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