Dr. Arielle Selya is a behavioral scientist at PinneyAssociates, Inc. and consults to Juul Labs, Inc. (JLI) on tobacco harm reduction. Her primary expertise is tobacco use behavior among youth and adults. She also individually consults to the Center of Excellence for the Acceleration of Harm Reduction (CoEHAR) on e-cigarette use behavioral research. Prior to joining Pinney Associates, she spent a decade in academia studying adolescent substance use and addiction. She previously held a faculty position at Sanford Research, where she led initiatives to translate population-health research projects into clinical implementation, and to make electronic medical records available on demand. She also served as an Assistant Professor at the University of North Dakota in the Master of Public Health program. Arielle has over 60 publications to her credit in behavioral science and methodology.