Did you try the command as defined in the sudo rule? sudo /usr/bin/su - jira
Also why not just create a sudo rule in IPA with:
Sudo Option:!authenticate User Groups:developers, ops_sudoers Host category: all Sudo Allow Commands: all ----->>>RunAs User category: these will be external users if not controlled through IPA (only on the server), or just select the users and add them RunAs Group category: all
They basically can now run any command as that user... to include becoming them with the following command.Which basically you are saying that anyways with su... sudo -u {user} -i