About IABC Waterloo
The local chapter of IABC Waterloo aims to connect and empower local communicators. We put on numerous PD and networking events that cover a range of topical professional development areas, like communications strategy and ROI, social media and digital ads, visual communications design and more.
Our members work across a variety of industries, from software to healthcare, and sit in junior and senior roles across communications, marketing, PR and more. Don’t forget to sign up for the IABC Waterloo newsletter in the footer of this page.
About IABC International
The International Association of Business Communicators (IABC) is a global network of communication professionals committed to improving organizational effectiveness through strategic communication.
Established in 1970, IABC serves members in more than 70 countries for networking, career development and personal growth. Find out more about the benefits of being part of IABC on our Membership page.
About the 2023-2024 Board of Directors
IABC Waterloo is run by a volunteer Board of Directors. Meet our current Board members:
John Freisen, President
John is an award-winning PR and media relations professional with nearly 20 years’ experience across all levels of government and more recently the utility sector. He currently leads a team of communications professionals at Alectra Utilities - Canada’s largest municipally-owned electric utility. John is a Communications and Public Relations graduate of the University of Winnipeg and Duke University respectively. In his free time, he enjoys time with family, playing golf, attending live sporting events and walking his dogs.
Madeline Croteau, Finance Director
Madeline is a Chartered Professional Accountant (CPA) who graduated with distinction from the University of Guelph Bachelor of Commerce, Accounting program in 2019.
She is currently the Accounting Manager at Intellijoint Surgical. Madeline grew up competitively dancing and still occasionally teaches dance to all ages in a variety of dance styles! She loves to travel, spend time with family and friends, try new recipes and play with her two cats: Scarlett and Paul.
Mirko Petricevic, Professional Development Director
Mirko Petricevic has been an IABC Waterloo Chapter member since 2020. After ending his 28-year career in the Waterloo Region Record newsroom, Mirko pivoted to working in corporate communications. A lifelong learner, Mirko achieved CMP®️ certification in 2022. In addition to his role as senior communications strategist with the City of Kitchener (contract) he serves as chief ink-stigator for ink-stainedwretches.org — a grassroots volunteer advocacy group working to build a culture of appreciation for public-service journalism.
Heather McKaig, Student Engagement Director
Heather McKaig is a high achieving Bachelor of Public Relations student. She enjoys contributing on teams and working independently. Currently she works at Starbucks as a Shift Supervisor, and on her free time she loves to spend time with her family and friends. Heather loves to golf and travel. She is very ambitious to learn more about communications and be successful.
Lauren Gerow, Past President
Lauren has over 10 years’ experience in HR and communications in technology, automotive and marketing. Her background in strategic planning and transformation initiatives has proven that a people centric focus is the key to success. Lauren is a Prosci Certified Change Management Practitioner with an Advanced BA in Human Resources (Sheridan) and certification in Strategic Planning & Execution (McGill Executive Institute). Outside of work she enjoys interior design, making wine and spending time with family and friends.
Peter West, Membership Director
Peter has honed his communication skills in music, education and administration. With an interest in music and film he has completed an MBA in arts and media administration. He values professional associations and is enjoying his work with IABC, the Grand River Film Festival and the Royal Canadian College of Organists.
He can also be found outdoors gardening and walking his dog or peering into the night sky.
Sarah Fullerton, Professional Development Director & Executive Administrator
Sarah is an enthusiastic marketing communications professional that excels in creating engaging content that sticks! She is passionate about storytelling, bringing them to life through various digital tactics. Sarah graduated from Conestoga College's Bachelor of Public Relations. She took her passion to learn further, completing the Master of Public Relations degree at Mount Saint Vincent University. She also enjoys travelling, dancing, figure skating, or rereading the Harry Potter series!
Jyra Perez, Student Engagement Director
Jyra Perez is an introvert who somehow found her voice, confidence, and passion as a communicator. As a fourth-year student of Public Relations, she believes in constantly learning something new every day. In terms of her real-life work experiences, Jyra has worked in various industries; from retail, to law, a tech start-up and a wedding venue. What she finds essential to communication is people, as they are what make the world keep turning.
Elizabeth Dirksen, Vice President
Liz is a communications professional, part-time instructor, and volunteer who is passionate about the changing communications landscape across for-profit and non-profit sectors. She believes in leading with empathy and mentoring with positivity to amplify and amp-up her team. She recently completed a Master of Public Relations degree and in her downtime can be found puttering in her vegetable garden, hanging out with one of her (revolving door of) foster dogs, or enjoying a glass of wine with a cat in her lap.
Emily Caister, Digital Communications Director
Emily is an award-winning communications leader and certified Communications Management Professional that believes communications is where the magic happens.
From diving into understanding her audience to crafting compelling copy, she develops content to engage people, connect and solve problems. She is dedicated to making an impact in her community, blending big-picture thinking with careful planning to ensure a successful outcome.
Nicolas Mertens, Social Media Director
Nicolas Mertens is the Social Media Strategist at Hamilton agency Creative Guild and a Professor at Niagara College in the Public Relations Graduate Program. Beyond paid media, influencer partnerships and email marketing, Nicolas specializes in organic creative — using the latest algorithm strategies to make content that connects with people and makes them want to share. His portfolio of clients spans from nonprofit organizations to luxury beauty and fashion brands to international fast food chains. Nicolas is a graduate of Victoria College at the University of Toronto and Niagara College.