My cancer-related research focuses on the prevention of tobacco-related cancer. Tobacco is responsible for 35% of cancer deaths, and my work aims to understand the strategies used to promote tobacco uptake and continued use by the tobacco industry, and how to counter-engineer these strategies to improve tobacco control and cancer prevention programs and policies. I am recognized internationally as an expert in tobacco marketing strategies targeting specific audiences, particularly young adults and women, and the use of social culture in tobacco marketing and counter-marketing campaigns. I have been Principal Investigator continuously funded by the National Cancer Institute since 2009 to study the marketing of tobacco products and improving and evaluating tobacco control and cessation programs for young people.
I am Director of the UCSF Center for Tobacco Control Research and Education, and the Principal Investigator of the UCSF FDA Tobacco Center of Excellence on Regulatory Science (TCORS). I directed the Postdoctoral Fellowship Training Program at the Center for Tobacco Control Research and Education from 2005-2020. I have supervised over 100 postdoctoral research fellows and students in a wide variety of disciplines including social and behavioral science, communication, anthropology, history, economics, clinical medicine, sociology, and health education. I am excited to continue to integrate tobacco research and training activities with the activities of SF CAN and the Cancer Control Program.