The continued advancement of battery-powered electric vehicles (EVs) towards higher energy and power densities poses significant thermal challenges for batteries. This work proposes a generalized design optimization framework for battery thermal management systems (BTMS), responding to the need for EVs with enhanced battery thermal performance, safety, and lifetime. This framework combines hierarchical thermal modeling and surrogate-model-based design optimization, explicitly tailored for liquid-cooled cold plates commonly used in EV BTMS. The hierarchical thermal modeling component decouples the battery cell, battery module, and cold plate models to reduce computational modeling costs while preserving the relative thermal performance of different cold plate designs. The design optimization component leverages our pioneer deep encoder–decoder hierarchical (DeepEDH) convolutional neural network surrogate modeling methodology to predict the cold plate’s full pressure, velocity, and temperature fields. Computationally efficient DeepEDH neural networks replace costly transient thermal simulations of cold plates and compute the objectives for evolutionary optimization using the Non-dominated Sorting Genetic Algorithm II (NSGA-II). This work’s novel modeling and optimization framework produces optimal cold plate designs that consider battery-module-specific design features, including distributed battery cell heat generation, packaging materials, and heat-spreading characteristics. The proposed framework is evaluated through a cold plate design for modular BTMS, thoroughly assessing the impact of optimization objectives, flow path constraints, modeling assumptions, and design variable choices. The results demonstrate the effectiveness of the combined hierarchical thermal modeling and design optimization framework, with the optimized cold plates achieving reductions of 6.26K, 6.29K (22.7%), and 16.16Pa (18.7%) for maximum temperature, maximum temperature difference, and pressure loss, respectively. Moreover, compared to other methodologies that apply direct optimization without hierarchical and surrogate models, our approach significantly reduces the computational cost — from approximately 4800h to 13.5h. Our generalized multi-objective optimization framework is an effective and efficient design tool that can be leveraged to advance thermal management innovations for next-generation battery systems.