Kelly Liu
San Francisco Bay Area
Summary
Risk Analytics and Trust & Safety professional with 5+ years of experience building SQL-based risk scoring frameworks, false-positive optimization workflows, and operational dashboards across advertising integrity, AML/KYC, fraud, and compliance domains. Skilled in translating policy and regulatory requirements into measurable data signals, monitoring enforcement quality, and partnering with Legal, Policy, Product, and Operations teams to improve risk controls at scale.
Overview
5
5
years of professional experience
Work History
Trust and Safety Analytics Analyst
Meta
Burlingame, CA
03.2022 - 04.2025
- Owned an advertising risk framework aligned with policy and regulatory requirements, transitioning workflows from reactive moderation to proactive risk detection and prioritization.
- Built a multi-dimensional report credibility engine using SQL, tracking reporter reputation, report velocity, network similarity, and historical accuracy to reduce malicious reports and improve review efficiency by 25%.
- Translated legal and policy requirements into measurable data signals by engineering cross-verification logic, multi-account detection, and monitoring rules to identify compliance loopholes.
- Conducted backtesting, root-cause analysis, and impact sizing to balance enforcement precision with business impact, reducing false-positive rate from 4.5% to under 2%.
- Deployed an end-to-end Risk & Ops Dashboard in Tableau, tracking auto-action rate, leakage, appeal rate, AHT, and review-volume trends to improve cross-functional data visibility.
- Partnered with Legal, Policy, Product, and Operations teams to align risk controls with business goals while minimizing unnecessary disruption to advertiser experience and revenue-sensitive workflows.
AML/KYC Compliance Analyst
Equifax
Atlanta, GA
09.2021 - 12.2021
- Used SQL to analyze multi-million-row identity, inquiry, and verification datasets, creating risk features to support synthetic identity fraud detection and early-stage risk identification.
- Conducted backtesting for rule-based risk scoring logic and threshold changes, comparing precision, false-positive rate, and review volume to improve automated verification quality.
- Built customized rule-based scoring logic to reduce false-positive review volume and optimize the automated verification funnel for high-risk accounts.
- Combined credit profile, carrier, and device signals in Python to separate synthetic fraud patterns from thin-file users and streamline verification for high-risk segments.
- Analyzed cross-institution inquiry velocity to identify coordinated fraud-ring patterns and support rapid response by fraud and compliance stakeholders.
Data Analyst
McKlein
Chicago, IL
03.2020 - 12.2020
- Led data collection and quantitative analytics workflows using Google Analytics, Excel, and Tableau, uncovering new business opportunities that were passed to product teams for pilot testing.
- Launched bi-weekly analytical reports on website traffic, user behavior, campaign KPIs, and keyword trends, enabling faster decisions and improved campaign targeting.
- Drove a 200% increase in overall views within 3 months by developing data-informed B2C social media strategies across technology, finance, and business services audiences.
- Developed clustering models in R to generate marketing insights and presented findings to senior management, shaping quarterly marketing budget allocation.
Education
M.S. - Business Data Analytics; Human Resources Management
Loyola University Chicago
11-2020
B.A. - Education Management
East China Normal University
06-2017
Skills
- Business Integrity
- Monetization & Advertising
- Risk Scoring Frameworks
- False Positive Optimization
- Regulatory Compliance
- Metric Definition
- Root Cause Analysis
- Data Storytelling
- Cross-functional Collaboration
- Python
- SQL
- R
- DataRobot
- Tableau
Languages
English
Chinese
Interests
- Photography
- Travel
- Overlanding
Timeline
Trust and Safety Analytics Analyst
Meta
03.2022 - 04.2025
AML/KYC Compliance Analyst
Equifax
09.2021 - 12.2021
Data Analyst
McKlein
03.2020 - 12.2020
M.S. - Business Data Analytics; Human Resources Management
Loyola University Chicago
B.A. - Education Management
East China Normal University