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Meet Sophia Trunzo and Lior Root of Paradigm Media in West Hollywood

Today we’d like to introduce you to Sophia Trunzo and Lior Root.

Sophia and Lior, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
While we originally met at a crossroads in our careers, we quickly connected through our entrepreneurial spirit, relentless drive, and hunger to surpass goals. We’re both hustlers that live and breathe digital marketing so our dynamic is unmatched. Some clients even refer to us as ‘The Snipers.’ It’s not every day that you meet someone you can balance a professional and personal life with. When we’re not at the office, you can find us sipping a margarita by the pool. While we come from different backgrounds, Lior from Israel and Sophia being a California native, we share a passion for success, traveling, and life in general.

Has it been a smooth road?
Marketing CBD comes with massive challenges because it’s fairly new and extremely competitive. It’s not easy, but we love the challenge and take pride in our ability to overcome these obstacles by leveraging our expertise and relationships with top networks, advertising platforms, and publications. One of the biggest challenges we experience as advertisers in the CBD industry is that most traditional platforms like Facebook, Google, Twitter, Instagram, YouTube, and many more, are not allowing CBD advertisements yet. Policy can change daily and we have to know how to navigate through that, making sure our clients are always positioned at the top as industry leaders. Another major challenge is consumer education. Part of our strategy is educating consumers, navigating their journey from their first engagement with the brand to the actual sale. For example, many wonder if CBD is legal, will it get them high, or the dosage they should be taking. Our experience, strategic partners, and ability to think out of the box allows us to overcome these major challenges. We provide our clients with insights and tools to bring their CBD brand to life by creating a customer acquisition strategy tailored to their brand’s vision and KPIs, boosting it to the forefront of its industry.

So let’s switch gears a bit and go into the Paradigm Media story. Tell us more about the business.
As pioneers in the CBD industry and having 14 years combined digital marketing experience, we recognized early on that there is a huge demand for strategic partners. With CBD being such a new industry there are a lot of learning curves, as the digital world can be like the Wild West. It’s imperative to combine innovative thinking with major hustle to get our clients in front of their ideal audience. By leveraging the power of paid media and affiliate marketing, we’ve developed and mastered a 360° unique growth strategy to help our CBD brands thrive in this competitive market. While our ROI focussed and data-driven approach is what allows us to stand out amongst other agencies, our relentless drive and hunger to surpass goals make us the perfect extension to any team. Paradigm Media is truly committed to building successful long-term partnerships by continuously exceeding our clients’ expectations.

How do you think the industry will change over the next decade?
The CBD industry has grown rapidly in the last few years with it now being at the center of the booming wellness, self-care space. The CBD market is predicted to grow into a $20 billion dollar category by the year 2022. Due to COVID, there has been a major increase in consumers’ awareness about the benefits of CBD for anxiety, sleep, and overall mood. We expect stamps of approval from both the World Health Organization, declaring hemp-based CBD to be “a safe product with health benefits,” and the U.S. Government classifying CBD as a legal product in the 2018 Farm Bill will only propel the industry forward.

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