Women hold less than 10 percent of chief executive positions worldwide. Understanding how women democratically access these posts requires theorizing how they gain resources from established parties to mount viable electoral campaigns. We argue that in stable regimes marked by representational malaise parties respond to gendered incentives and nominate female candidates. Drawing on Latin American cases, we show how diverse parties nominated women in order to signal change or novelty, to credibly commit to “feminine” leadership and issues, and to mobilize female voters. A negative case depicts how a lack of representational critiques can fail to incentivize parties to back women instead of men. Our focus on gendered incentives provides a new framework that places political parties at the center of questions about women’s electoral opportunities.