Lee Bell

As a freelance journalist and copywriter, I juggle my professional time equally between the two disciplines. As a journalist, I'm a writer and editor for newspapers, magazines and digital publications specialising in consumer and B2B technology and lifestyle covering news, features, reviews, analyses, op-eds, listicles...you name it. Editorial bylines include: The Metro, T3, Shortlist, GQ, Esquire, Men's Health, The Mirror, Wired, Stuff, Forbes, The Times, Runner's World, MailOnline, The Sun, IT Pro, and Tech Radar. As a copywriter, I regularly produce content of all kinds for brands and agencies big and small, from startups to conglomerates. Copywriting services include writing, editing and the strategy of content such as: whitepapers, press releases, brand website copy, video scripting, thought leadership, advertorials, ghost writing, media commentary, newsletters, blog posts, SEO-driven copy, and media consultancy. Clients include: E.ON, CNBC, Adobe, Walls, Fujitsu, Intel, Lenovo, Marcus by Goldman Sachs, Stance, Oracle, Innovate UK, AXA, Technogym, Honor, and Hive. Currently, I am editor-in-chief at E.ON's Innovation News, the global utility firm’s news portal. Some career highlights: In 2020, I was appointed the brand ambassador for Blue Fuel, the sports nutrition outfit by Chelsea FC. The role saw me presenting a live product announcement for media, press interviews and hosting Twitter Q&As. In 2019, I was acting commercial editor at Hearst Publishing, looking after branded content and daily running of commercial partnerships of high-profile consumer brands including Men's Health, Runner's World and Women's Health. In 2017, Cannes Lions hired me to produce live content during its annual event in France, which included live coverage of industry talks, blogging and daily news reports. In 2016, I produced the content for the Startup Guide London, a 200+ page handbook offering insight and advice to those setting up their own business in the capital.

Joined the UK arm of Meteored as a freelance reporter in early 2023, producing regular news stories on the latest in science, technology, health, climate and the environment. Promoted to Weekend Editor in January 2026, running the site Friday to Sunday - self-publishing and editing articles, managing freelance contributors, planning the editorial schedule and social posts, alongside daily breaking news and SEO-led leisure content.

Worked as an AI Content Engineer at Meta within the firm’s GenAI team/Superintelligence Labs, supporting the development and fine-tuning of generative AI outputs for the Llama model family. The role combined editorial judgement with product thinking - testing model behaviour, improving accuracy and tone, and turning what worked into repeatable systems. Work included: - Claim extraction and verification: identifying the core factual claim in a response, checking it against reliable sources, and scoring truthfulness to improve training data and reduce hallucinations. - Meta AI conversation optimisation: writing and iterating welcome messages, icebreakers and null-state prompts to improve onboarding, engagement and retention. - Tone and QA: running quality checks on accuracy, clarity, empathy and safety; flagging failure modes (tone drift, preachiness, repetition, unsafe outputs) and working with product and engineering teams to fix issues. - Golden Set development: creating best-practice prompt/response exemplars and tone guides - rewriting everyday responses into the ideal Meta voice for consistent references. - AI Studio character creation: building public-figure and fictional personas using structured prompts, backstories and dialogue styles; keeping outputs persona-true within product, safety and IP constraints. - Group chat activities/scenes: prototyping multi-character activities (games, roleplay narratives, advice panels) and refining flow and pacing through testing and iteration. - Operationalising quality: packaging learnings into templates, checklists and reusable prompt structures to help teams scale consistent outputs across products. With hands-on experience shaping GenAI outputs at scale, Lee brings an editorial approach to making AI-generated content clearer, safer and more authentic. The same principles that guided his work at Meta can now help his clients use GenAI without compromising credibility or brand voice.

Producing a series of in-depth articles for Eventbrite, deep diving into the latest insights and upcoming trends around artificial intelligence to help event organisers and affiliated brands understand how they can use AI products to improve efficiency around events planning, organisation, advertising and marketing.

Overseeing the content strategy and creation of the 'Muscle', 'Health' and 'Wealth' sections (3x double-page spreads/6 pages) per quarterly issue of Muscle & Health magazine. Also formulated a full-page spread for each issue focusing on one or several luxury travel destinations.

Part-time in-house copywriter for VR fitness platform, FitXR

As editor-in-chief of E.ON's Innovation News portal, I was an extension of the energy giant’s internal comms team and was responsible for the writing and editing of various site posts, from news stories to features and Q&As. I supported the overall content production process and was partly responsible for the content calendar as well as commissioning projects and briefing writers as part of an external agency’s freelancer pool. The role also saw me produce and oversee the bi-monthly E.ON Innovations newsletter alongside internal content for the company, including commercial messaging and internal marketing.

- Complete autonomy in sourcing, developing and editing content and its direction on the site - Facilitating the initial website name, design, layout and content direction with web development and sales teams - Commissioning staff to write short news stories and long-form features - Editing all types of copy, from news stories to round-ups, analysis and features - Working on commercial projects with high-profile clients including sponsorship packages that included editorial including native advertising, news bulletins and video projects

- Complete responsibility for the features section, taking charge of the schedule and commissioning relevant content that will achieve traffic targets - Writing unique in-depth features and analysis based on own investigations and research - Deep understanding of technology and related topics - Strong relationships with market-leading contacts to attain exclusive content - In-depth understanding of SEO and regular application to articles - Regular use of Google Trends to understand how to interpret online trends - Generating and managing news lists, tailored to own beats - Sourcing and reviewing key technology products to increase site traffic - Covering as News Editor when required - Understanding Google Analytics and the role traffic and online advertising plays in revenue - Regularly breaking exclusive stories online - Able to generate ideas for video content and develop storyboards - Able to cover major industry events using multiple forms of media - Managing time effectively to prioritise content opportunities - Generating email alerts that maximises the chance of reader click-through - Generating ideas for new product development with a clear understanding of the commercial possibilities and constraints - Giving support on commercial projects when required, managing alongside everyday role

- Researching and writing six technology and e-gaming news reports a day tailored for the online gaming industry - Uploading content to the website via CMS, using HTML tags and hyperlinks to improve SEO - Writing news stories in a humorous but informative way to engage the target audience - Sourcing original content through interviews to provide direct quotes and create unique reports - Contributing to the site’s social media extensions, writing status updates for Facebook and Twitter - A consistent attention to detail for copy writing produced under time constraints - Effective use of RSS feeds and an awareness of the company’s culture and house style.

- Analysing and drawing conclusions from data to add depth to news stories - Sourcing news stories and press releases to contribute to the news feed - Writing accurate, entertaining copy and uploading content through the website’s CMS - Shadowing presenters of video reviews and helping towards organisation and production - Developing a key knowledge and understanding of the inner workings of the tech industry.

Media, culture, society and the arts in the digital age