Jill Morris is an ambitious FBI agent who brought in the Behavioral Analysis Unit to consult on a serial murder case on false pretenses in order to increase her own public profile. She appears in the Season Three episode of Criminal Minds, "Limelight".
Jill was the youngest of four children in a lower middle-class, single-parent household, being raised by her father, an alcoholic whom she grew to see as weak. She was born blonde, but later dyed her hair brown so she wouldn't be stereotyped as a "dumb blonde"; she kept a strand of her original hair as a keepsake. She is very ambitious and an overachiever, earning several awards and decorations during her career as a Philadelphia FBI agent. She met Rossi when he held a seminar, Collateral Materials on Sex Crimes, at the FBI Academy in 1997 and greatly admired him.
When the contents of a storage unit rented by an apparent serial killer are turned in to the police, Jill sees it as an opportunity to make a reputation for herself. Since there is no evidence proving there are any victims, Jill places her blonde hair strand in an evidence bag and claims it to have been found among the rest of the items.
As the BAU investigate, Jill's lust for fame and lack of concern for collateral damage becomes evermore apparent. She holds a press conference without clearing it with the BAU, displays excitement about finding victims' bodies, and even writes down some possible nicknames for the killer. Rossi identifies with her, saying he sees in her the same all-consuming ambition and hunger for notoriety that drove him as a younger man. He warns her that his egotism resulted in people getting hurt, and that she is heading down that same path.
Eventually, Jill is lured in and abducted by the killer, Jeremy Andrus, who makes her watch as he tortures a friend of hers. He is about to kill Jill as well, but is stopped by a SWAT team. After being discharged from the hospital, Jill shows little to no remorse for her role in the incident, or what happened to her friend. Rossi gives her the benefit of the doubt, however, and believes that her apparent indifference is actually a sign of trauma. Though briefly ashamed when told by Rossi that her friend didn't survive, Jill willingly walks towards the press outside the hospital to be interviewed, much to Rossi's dismay.