The performance of high-energy battery cells utilized in electric vehicles (EVs) is greatly improved by adequate temperature control. An efficient thermal management system is also desirable to avoid diverting excessive power from the primary vehicle functions. In a battery cell stack, cooling can be provided by including cooling plates: thin metal fabrications which include one or more internal channels through which a coolant is pumped. Heat is conducted from the battery cells into the cooling plate, and transported away by the coolant. The operating characteristics of the cooling plate are determined in part by the geometry of the channel; its route, width, length, etc. In this study, a serpentine-channel cooling plate is modeled parametrically and its characteristics assessed using computational fluid dynamics (CFD). Objective functions of pressure drop, average temperature, and temperature uniformity are defined and numerical optimization is carried out by allowing the channel width and position to vary. The optimization results indicate that a single design can satisfy both pressure and average temperature objectives, but at the expense of temperature uniformity.