FKA | GNC Beyond Raw

Project Overview

GNC introduced three new flavors to its Beyond Raw® LIT™ pre-workout line: Concept X, JOLLY RANCHER Grape, and JOLLY RANCHER Cherry. These launches combined bold taste profiles with brand-forward creative to drive customer engagement across email, social, and digital channels.

Each campaign required coordinated creative execution under strict review timelines, with layered approvals across internal departments and external partners.

My Role

As a Project Manager at Formerly Known As, I led the creative workflow for all three flavor launches. I managed:

• End-to-end timelines across strategy, design, copy, and production

• Legal and scientific review routing for GNC stakeholders

• Co-brand asset approvals with the JOLLY RANCHER brand team

• Final asset preparation and delivery via Workfront

Throughout the process, I collaborated closely with the Account Director, Creative Director, and cross-functional creative teams to ensure quality and timeliness.

Key Deliverables I Managed

• Email campaigns for Grape, Cherry, and Concept X

• Organic and paid social assets (static and animated)

• Social cutdowns and video renders

• Co-branded design approvals with JOLLY RANCHER

• Campaign strategy decks and messaging slides

• Creative review routing via Workfront

• Legal and scientific approvals

• Timeline tracking and stakeholder coordination

Outcome

All three launches were executed on schedule, with assets delivered and approved without delays. The campaigns brought bold, recognizable flavors to life for GNC’s consumer base and contributed to the ongoing evolution of the Beyond Raw brand.