Ballas-Traynor joins CafeMom.

CafeMom announced its plans to launch a web destination catering to Hispanic moms in the coming months, to be co-founded by Lucia Ballas-Traynor, the just-departed publisher of PEOPLE en Español.

“There is currently a huge gap online in serving Hispanic moms,” said CafeMom CEO, Michael Sanchez. “By 2014 one in four moms online will be Hispanic, and advertisers are increasingly looking for ways to reach this key segment. The site represents a tremendous opportunity, both to add value to millions of moms’ lives and to deliver unique integration possibilities to the brands that are most committed to the Hispanic market.”

Co-founder Lucia Ballas-Traynor brings her 25 years experience in Hispanic media, and has been at the helm of leading Hispanic media brands such as Univision’s Galavision, MTV Tr3s and most recently People en Español, the largest selling Hispanic magazine in the U.S.

“Our plan is to leverage CafeMom’s expertise in community, content, and strategic programs for leading brands and combine it with a world class leadership team that has a deep understanding of Hispanic moms and media,” said Sanchez. “As part of this effort, we are excited to bring Lucia on to the team. She has a proven track record in delivering for consumers and advertisers alike.”

“I’m thrilled to be working with CafeMom on this,” says Ballas-Traynor. “CafeMom is uniquely positioned to deliver this opportunity as an authority on moms. I’m confident that we can create something that will add real value to the lives of millions of Hispanic moms.”