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Headshot of Rebecca Latham CEO of the New Mexico True bran

American Mothers Names New CEO

APRIL 10, 2023

American Mothers, Inc. is thrilled to announce Rebecca Latham, 2017 National Mother of the Year®, as the organization’s new CEO beginning on January 1, 2019.

Headshot of Rebecca Latham the CEO of American Mothers

Rebecca brings to her position more than a decade of experience in organizational management, with expertise in brand development and marketing, strategic communications, tactical partnerships, community and public relations, stakeholder engagement & government affairs. Most recently, Rebecca has served as the Cabinet Secretary and CEO of the New Mexico Tourism Department, a position Governor Susana Martinez appointed her to in January 2015. Prior to that, she led the department’s public relations efforts as Communications Director, and held the role of Tourism and Economic Development Director in Red River, NM for eight years.

“Rebecca brings an incredible amount of passion, enthusiasm and credibility to American Mothers,” said Connell Brannan, Board President. “We are ecstatic for her to take the helm and cannot wait to see how her strategic vision and leadership help us harness the power of maternal energy to make a positive change in the world.”

As CEO, Rebecca’s focus will be on growing the impact of American Mothers through the administration of the Golden Rule Grant Fund, a philanthropic initiative that awards funds to other nonprofit organizations benefiting women and children, along with expanding the visibility and significance of the Mother of the Year® Award in 53 states, territories and districts and managing the Mother of the Year® trademark. Rebecca will also seek out opportunities for AMI to aid in the development of nonpartisan policies that create a better quality of life for the 85 million mothers of America.

“I feel so tremendously honored to be leading our organization into its next chapter,” Rebecca said. “The opportunity to make a difference by celebrating moms and the work they do at home, work and in the world is a dream come true. I am grateful for the confidence and support of the Board of Directors and am eager to get started.”

You can reach Rebecca with thoughts, ideas and questions about AMI at


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