005. Rebekah Latham: For Mothers everywhere.

Voice of a Lion

Rebecca began her career as an on-air radio personality in Tampa, Florida. She relocated to Albuquerque in 2003 and fell in love with the Southwest, later moving to the mountains of Red River to pursue her passion for destination marketing as the Tourism and Economic Development Director. She leveraged her background in communications to unify her community’s hospitality partners, draft dynamic programming to attract a record number of visitors, and lure large-scale events to spur economic development. With Rebecca at the helm, Red River was awarded six Tourism Industry Association Recognition Awards in four years. She served as the Chair of the Enchanted Circle Marketing Cooperative and was an Executive Committee member of the Tourism Association of New Mexico. In 2013 Rebecca was named New Mexico’s Tourism Professional of the Year, and in April 2014 she relocated to the New Mexico Tourism Department as Communications Director. In January 2015 Governor Susana Martinez appointed Rebecca as the Cabinet Secretary of the Tourism Department. Under her leadership the department achieved unprecedented success in increasing visitation through the New Mexico True brand advertising campaign, which was shown to deliver a 7:1 ROI at the tax base level (Longwoods Intl 2015). In 2017, American Mothers, Inc., the national nonprofit organization known for honoring the contributions of mothers who make a positive impact in the world, named Rebecca National Mother of the Year®. She began her service to the organization as a member of the Board of Directors, and was named Chief Executive Officer in January 2019. Rebecca is a proud wife and mother who loves God and is addicted to social media. She wears multiple gardening and being outdoors with her family