American Mothers, Inc. Names NM Mom as New CEO

American Mothers, Inc. Names NM Mom as New CEO

American Mothers, Inc. Announces Rebecca Latham as Incoming CEO


First New Mexican to Lead the Historic National Organization

Washington, D.C. – (December 28, 2018) - American Mothers, Inc., the voice of 85 million mothers strong, announced today that Rebecca Latham assumed the role of Chief Executive Officer (CEO) of the national nonprofit organization on Jan. 1, 2019. Latham has been a member of the Board of Directors since April 2017, when she was named National Mother of the Year®.

Latham 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, and government affairs. Most recently, Latham has served as the Cabinet Secretary and CEO of the New Mexico Tourism Department, a position former 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, Latham’s focus will be on growing the impact of the historic organization through the administration of the Golden Rule Grant Fund, a philanthropic initiative that awards funds to other nonprofit organizations benefitting 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. Latham will also seek out opportunities for American Mothers, Inc. 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 this organization into its next chapter,” said Latham. “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.”

About American Mothers, Inc.
American Mothers, Inc., the official sponsor of Mother’s Day, is a nonprofit organization founded by Sara Delano Roosevelt, JC Penney, and Norman and Vincent Peale in 1935 that has named the National Mother of the Year® annually for the past 83 years. American Mothers, Inc. works around the world educating on issues facing mothers, including hunger, literacy, human trafficking and domestic violence. More information can be found at or by calling (877) 242-4264. Connect with American Mothers, Inc. on Twitter at or on Facebook at

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