Meet the Team: James

Name: James Cowell-Crook 

Title: Head of Growth, EMEA

How long you have been at HumanX: since October 2025

What’s your background, and what brought you to HumanX?

I have pretty much always been surrounded by sales and business. Growing up, my parents ran a manufacturing company, so my summer holidays were often spent printing tea towels for Yorkshire Dales gift shops or packing school uniforms for schools across the UK. After graduating from university, I landed my first sales role and haven’t looked back since.

Over the last decade, I’ve helped consumer brands grow across the UK and US through retail, e-commerce, and international distribution, spending plenty of time exhibiting at trade shows, building partnerships, and launching products into major retailers. Four years ago, I made the switch from exhibiting at events to running them, leading commercial growth for a consumer food event in London and New York. HumanX felt like a natural next step because it combines what I enjoy most, building long-term relationships, connecting businesses, and creating opportunities, while sitting at the forefront of one of the most exciting technology shifts

What are you most excited about for this year’s HumanX event?

I am really looking forward to seeing the first-ever HumanX Amsterdam event come to life. It’ll be amazing to see the sponsors I’ve been working with out on the floor, and to see all the hard work the rest of the team has put in to create such a killer event.

What’s been your favorite HumanX moment so far?

My favourite HumanX moment so far has definitely been meeting everyone in person in San Francisco. HumanX is filled with incredibly talented people, and the culture is something really special. As a fully remote team, opportunities to come together face-to-face are always a highlight. I find it very inspiring to be surrounded by people who are experts in their fields and so passionate about what we are building. 

What’s a skill or lesson you’ve learned while working at HumanX?

Without a doubt, it’s how much AI can transform the way you work. HumanX genuinely encourages us to embrace it in our daily routines. It’s completely changed the game for me, becoming an amazing tool that helps me work so much faster, smarter, and more productively every day.

What’s one thing that always makes your day better?

I am an avid runner, and I find it one of the best ways to switch off, clear my head, and recharge, both personally and professionally. Whether it's a run during lunch or after work (I'm definitely not a morning person), it gives me the space to reset, stay active, and often come back with a fresh perspective on whatever challenge I'm working through.

What’s something on your desk that tells us a little bit about you?

A notepad and pen. Yes, I work in AI, and yes, I like to write everything down by hand too!