Elizabeth L. Hillman, former president of Mills College, assumed the CEO role at the 9/11 Memorial & Museum in late 2022. Hillman, a military historian, previously taught about the attacks in her classes.

She oversees an institution facing financial challenges as attendance has not fully recovered since the Covid-19 pandemic. The museum, relying heavily on $36 adult ticket sales, has reported a series of losses. Ahead of the 25th anniversary, Hillman and her team are focusing on new ways to engage audiences, particularly younger generations born after the attacks.

This year's commemoration will add an extra moment of silence for victims of 9/11-related illnesses. Hillman emphasizes the museum's role as an archaeological site, believing firsthand experience is the best way to address conspiracy theories. She highlights the powerful narrative of 9/11 health effects and recovery, noting the stories remain compelling and are still unfolding.

The institution balances nonprofit sustainability with public access, using ticket sales to keep the memorial free while diversifying revenue streams to ensure long-term stability against pandemic-era vulnerabilities.