Arctic permafrost coastlines are retreating faster as climate warming intensifies. Accurate modelling of the thermomechanical process is hindered by a lack of direct measurement of heat flux or heat transfer coefficients ([[EQUATION]]) at the water-permafrost interface. This study presents the first, direct laboratory measurements of wave-induced convective heat transfer coefficients. In twelve wave-flume experiments, artificial permafrost samples were exposed to air, still water, and irregular waves (0.02 - 0.04 m height; 0.8 - 1.2 s period). Embedded resistance temperature detectors tracked temperature changes at high spatial and temporal resolution, allowing for precise heat flux and heat transfer coefficient calculations. Under wave action, thaw-front advanced rapidly into the permafrost blocks at about 160 - 350 mmh-1 compared to 3.24 mmh-1 in air and 50.14 mmh-1 in still water. Similarly, heat transfer coefficient ranged from 459-1210 Wm-2K-1 in wave tests, significantly exceeding those for still water (~165 Wm-2K-1) and air exposure (~4.4 Wm-2K-1) tests. Heat flux correlated most strongly with wave height; higher ice content slowed thawing but did not evidently affect [[EQUATION]] magnitude. A novel empirical model was developed linking [[EQUATION]] to surf similarity and dimensionless wave height and period. The model achieved strong predictive performance (R2 = 0.89, RMSE = 81.1 Wm-2K-1) offering a practical alternative to existing analytical formulations that required parameter tuning. These results provide essential parameters for coastal permafrost erosion models and demonstrate the critical role of waves in heat delivery to permafrost coastlines improving forecasting capabilities for Arctic coastal management.