Brett Hollenbeck received his PhD in Economics from the University of Texas at Austin, and is an Assistant Professor of Marketing at the UCLA Anderson School of Managment. He also holds bachelors degrees in Economics and Political Science from George Washington University and has worked as a research economist in Tax Policy at the U.S. Treasury Department. His research focuses on studying firm behavior and using data analysis and game theory to inform policy decisions. Using comprehensive data on millions of transactions from the cannabis industry in Washington, he and co-author Kosuke Uetake at Yale are studying firm and consumer behavior in the legal cannabis market. The key goals of this project are to inform policymakers on the optimal ways to tax and regulate this industry with the goals of maximizing state tax revenue, preventing the development of a black market, and respecting public health concerns. Over $650 million in tax revenue has been generated in Washington state since 2014 making a significant impact on the state budget. Using the experience in Washington state as a guide, policymakers in other states such as California can optimize taxes and firm licensing decisions which have implications on the scale of potentially billions of dollars for the state over the coming years.