Dr. Arielle Selya is a behavioral science consultant specializing in tobacco harm reduction. Through her primary role as Senior Scientist at Pinney Associates, she supports Juul Labs in their scientific and regulatory efforts through behavioral study protocols, statistical methodology, and scientific publishing strategy and execution. Dr. Selya also serves as a scientific consultant to the Global Forum on Nicotine. She received her PhD in Neuroscience at Rutgers University and, prior to becoming a consultant, spent a decade in academia studying adolescent substance use and addiction. In addition to being a prolific contributor to the scientific literature, with over 70 scientific publications to her name, Dr. Selya is also actively engaged in both post-publication critiques of published research and in communicating scientific findings to broader audiences on social media (Twitter/X, Substack, and YouTube).