Zehra Chatoo’s two-decade career, most recently in leadership roles at Meta, culminated in the founding of Code For Good Now, a values-led consultancy helping brands and agencies grow responsibly in the age of AI. Recognised in Campaign Magazine’s 40 Over 40, Zehra serves on the Board of UN Women UK, champions marketing effectiveness as part of the Effie Council, and is a Guest Lecturer at Oxford University, focusing on the next generation of brand building.
Who is your digital hero?
Pip Jamieson.
As a founder myself, I’m drawn to people who build with intention, leaders who don’t just spot a gap but reshape the ecosystem around it. Pip is one of those rare leaders.
What has she done to win hero status in your eyes?
Pip reimagined what a professional, digital, network could be with The Dots, a platform deliberately designed for creatives who were never fully seen or served by traditional corporate networking spaces.
She built a space where opportunity flows through community, and she did it with inclusivity at the centre, not as an afterthought. That philosophy now powers the white-label community platforms she builds for organisations like Soho House and UN Women UK.
She didn’t just build a platform; she challenged how community is created and who gets to belong. That, to me, is heroic.
How has their heroism helped drive digital?
Pip has been an advocate of diversity driving creativity. By openly championing neurodiversity and reframing dyslexia as her superpower, she’s helped shift how the industry sees talent, potential and innovation.
She’s shown that when you bring different minds, backgrounds and lived experiences into the room, you don’t just get fairer outcomes, you get better ideas that drive impact.
What are the biggest challenges in digital we need another hero to solve?
One of the biggest, and most urgent, challenges is bridging the gender gap in AI adoption. Women are adopting AI at significantly lower rates, and if we don’t intervene now, we risk hard-coding inequality into the next era of technology.
I don’t believe this is a challenge for one hero to solve, but for collaboration. If the digital era was built by the few, the AI era must be built collectively.
That’s the only way we create an ecosystem where everyone can participate and benefit.
What is your most heroic personal achievement so far in digital?
For me, it’s founding Code For Good Now, a company with a clear mission:
to minimise bias in AI, amplify culture, and ensure the next chapter of technology is fairer than the last.
Code For Good Now works with brands and agencies to help them grow responsibly in the age of AI, and to build with both ambition and accountability.
Creating a space where ethics, representation, and commercial growth sit side by side, not in competition, feels like my most meaningful contribution so far.
And it’s only the beginning.
