Masoud is an Assistant Professor in Sustainable Manufacturing at Coventry University, Institute for Advanced Manufacturing and Engineering (AME). He has expertise in CO2 storage, life cycle assessment, and the circular economy. He also holds an advisory role for the International Organization for Standardization (ISO), reviewing standards to ensure they are aligned with current climate goals and challenges. He is focused on developing manufacturing solutions that minimise environmental impacts, emphasising sustainable materials and processes to reduce the environmental footprint. Before joining AME, he worked at Cardiff University on the TransFIRe program, aiming to transform the UK's foundation industry with a focus on the Metal sector. His collaborative approach has brought together diverse experts to optimise manufacturing methods within the broader system, ensuring they are both sustainable and practical.