Masa Idelbi
EXECUTIVE DIRECTOR OF PEOPLE & CULTURE
Masa Idelbi is an accomplished and dynamic HR executive with CPHR, SHRM-SCP, CTMP, and Executive Talent Management Master’s Diploma designations. She was recognized as Canada’s Top Recruiter in 2019 and received CPHR Alberta’s HR Impact Award in 2022 for her leadership in driving organizational transformation.
With progressive executive HR experience across construction, startup, and non-profit sectors, Masa has spearheaded initiatives that earned her teams national recognition, including winning HR Director Canada (HRDC)’s Best Place to Work Award in 2022 and 2023. Her work has consistently delivered talent acquisition efficiencies, culture transformation, and elevated organizational reputation.
A mother of two with Bachelor’s Degrees in Human Resources Management and English Literature and Linguistics, Masa is a passionate change agent focused on people development and workplace innovation. She actively supports newcomers to Canada in overcoming employment barriers and is dedicated to empowering women to achieve financial and social independence.
Masa serves as the Vice Chair of the Workforce Development and Attraction Committee with the Edmonton Chamber of Commerce and sits on the boards of PHBI (Professional Home Builders Institute) and ERIEC (Edmonton Region Immigrant Employment Council).
Today, Masa leads the People & Culture strategy at Entrust Disability Services as Executive Director. Since joining in July 2024, she has been instrumental in building Entrust’s people management infrastructure and fostering a culture of collective accountability.
Masa is spearheading the launch of Entrust Academy—a transformative growth platform moving beyond a traditional LMS to foster continuous learning, career progression, and leadership development across Entrust. Through strategic partnerships with leading institutions such as the University of Alberta, Entrust Academy will deliver customized skills training and launch its flagship Leadership Development Program (LDP) to cultivate the next generation of Entrust leaders.
In addition, Masa is leading the rollout of a productivity-driven Performance Management Program, rooted in comprehensive job analysis, KPI development, and centralized performance reviews through UKG. She is also optimizing Entrust’s HRIS (UKG), integrating ATS, LMS, Employee Voice, and Performance Management modules to transform operational efficiency and the employee experience.
Masa finds true fulfillment in witnessing her teams realize their full potential—creating a ripple effect that strengthens not only individual careers but also the long-term success of the organizations they serve. Her mission is to enable Canadian companies to achieve unprecedented productivity outcomes through highly engaged, purpose-driven workforces.
When she’s not championing workforce transformation, Masa enjoys reading, working out, spending time with her family, and sharing a glass of rosé with close friends on weekends.