Emma Cooper

Emma Cooper is an accomplished and values-driven leader, currently serving as Chief People Officer at System1, a global pioneer in advertising effectiveness. With over two decades of experience spanning operations, research, and talent development, Emma has played a pivotal role in transforming System1 from a UK start-up into a global force.

Emma’s leadership is rooted in empathy, curiosity, and a deep belief in the power of people. After graduating with a distinction from her Executive MBA class at the University of Surrey, she transitioned from leading global operations into her true calling—people leadership. Since joining the Executive Team in 2020, she has championed a culture of growth, inclusion, and creativity, helping to build a world-class team that thrives on innovation and collaboration.

A passionate advocate for individual and organizational development, Emma also serves on the Advisory Board of Women in Research and contributes to educational initiatives through the Parallel Learning Trust. Her leadership style is both strategic and human-centric—balancing business acumen with a genuine care for people’s potential.

Outside of work, Emma is a proud mum of two, an avid runner, paddleboarder, and a craft beer enthusiast. She brings the same adventurous spirit to her personal life as she does to her leadership—always exploring, always evolving.