Diana Peeva brings two decades of experience in people and culture, organisation design, and leadership across hospitality, transport, professional services, non-profits, and private equity–backed businesses. She began her career building AAYA’s group office into a multi-entity portfolio before co-founding 43 North, which went on to secure a joint venture with The Collective.

She has since held senior roles in regulated and multi-site environments, including at Busaba and RATP Dev UK, and led global people transformation at XR, a PE-backed adtech company, where she modernised performance and reward systems, integrated culture across 35+ offices, and supported two investor rounds in two years. Alongside her corporate work, she has served as a trustee and awards judge, reflecting her cross-sector versatility.

Diana holds an MA in Human Resource Management, a BA in Economics, and is a Chartered Fellow of the CIPD (FCIPD). She is also completing a BA in Data Science with Multiverse.