#WeLeadComms – Parul Yadav

Today’s #WeLeadComms honors go to Canada-based communication leader Parul Yadav.

Parul (she/her/hers) is a cross-cultural public relations and communications strategist and Founder of North Wave Media, a relationship-led PR and strategic communications agency working across Canada and the United States. With six plus years of experience spanning agency, nonprofit, corporate, and government relations environments, Parul’s work sits at the intersection of credibility, representation, and long-term trust.

Before launching North Wave Media, Parul worked with global agencies including Dentsu Canada, Paradigm Public Relations, North Strategic, and Monogram Communications, supporting national and regional portfolios such as Royal Bank of Canada, Kraft Heinz, Kraft Dinner, Hawaiian Tropic, and Indigenous and nonprofit organizations across Canada. She later served as Communications Manager at the National Alliance for Children and Youth, contributing to national advocacy efforts, member engagement across more than one hundred organizations, and sector-wide government relations initiatives, including federal Hill Day representation in Ottawa, Canada.

As a young South Asian and BIPOC leader in North America, Parul is deeply committed to expanding representation in communications leadership. Her approach emphasizes relationship-driven growth, ethical storytelling, and visibility built on substance rather than noise. She regularly mentors emerging professionals, speaks at universities and industry forums, and serves as a Board Director supporting youth, housing, and healthcare initiatives.

Parul believes the future of communications lies not in amplification alone, but in accountability, empathy, and long-term relationship capital. Outside of work, she loves solo travel, long walks with podcasts, discovering new coffee spots, dancing, and meaningful conversations that spark collaboration, ideas, and lasting professional relationships.

+++

#WeLeadComms is a partnership between IABC and Strategic.

The communicator’s role is evolving, and #IABC26 is where we’ll explore what’s next.

Join a global network of communication professionals 14-16 June in Toronto for practical insights, peer learning, and new ideas you can take back to your organization. https://wc.iabc.com/