Since 2001, Masood has been leading the Sarhad Rural Support Programme, the organisation set up by Nishan-e-Imtiaz recipient Shoaib Sultan Khan. SRSP is part of the Rural Support Programmes (RSP's), which are working with 32 million people across the country. Masood led SRSP’s relief and reconstruction work following the 2005 earthquake, 2009 Swat valley conflict and 2010 floods, and worked closely with civil and military authorities. Given the technical difficulties and social resistance faced by international non-governmental organization's and multilateral organisations, their ability to deliver on ground was restricted, more so after September 11 attacks. Thus making the dispensation of foreign aid difficult. Hence a high proportion of the international developmental, humanitarian and relief aid to Khyber Pakhtunkhwa had to flow through SRSP. Masood has combined innovative techniques with aboriginal ones to make sure that the aid reaches those in need. He endorses the view that at times of austerity and destabilizing socio-economic and political conditions, a holistic approach to international development is required. At the core of his approach is the compelling idea that downward accountability is as important as upward accountability. He believes that amongst development approaches undertaken in developing countries, the most successful involve targeting the population as stakeholders in the development initiative.