Jed E. Rose, Ph.D. is the President and CEO of the Rose Research Center and is Director of the Duke Center for Smoking Cessation and a Professor in the Department of Psychiatry and Behavioral Sciences at Duke University Medical Center. He began work in the area of tobacco addiction research as a NIMH Postdoctoral fellow at the University of California at Los Angeles. A main focus of his research program has been the elucidation of the role of sensorimotor cues and the CNS effects of nicotine in reinforcing cigarette smoking behavior. He is co-inventor of the nicotine skin patch and other treatments for smoking cessation. His primary research goals are to elucidate the biological mechanisms underlying tobacco addiction and to promote the development of more effective treatments. Under his direction, the Center is focusing on personalized and adaptive treatment approaches, in which genomic and phenotypic markers are used to tailor treatment to the individual smoker, and the initial treatment can be modified based on early indicators of therapeutic outcome.