Mount Vernon, the estate of first president George Washington. (Linda Davidson/THE WASHINGTON POST)

Curtis G. Viebranz, an entrepreneur and former president of HBO International, has been named president and chief executive of George Washington’s historic Mount Vernon estate, the Mount Vernon Ladies’ Association announced Tuesday.

Viebranz, 59, spent nearly two decades in leadership positions at Time Warner and its predecessor Time Inc. before leaving in 1997 to work with Internet start-up companies.

He oversaw the digital advertising network TACODA as it grew from $3 million in annual revenue and 10 employees in 2004 to more than $40 million in revenue and nearly 100 employees before its 2007 acquisition by AOL. Viebranz then served as executive vice president of AOL and president of its ad network division. He’s also a longtime board member of the New York-based Meserve-Kunhardt Foundation, which has one of the nation’s most important collections of Civil War photography.

Viebranz’s selection comes as Mount Vernon prepares to open its 45,000-square-foot, $100 million Fred W. Smith National Library for the Study of George Washington in September 2013.

“Curt is a very approachable person and a very patriotic American who is steeped in the importance of George Washington,” said Ann Bookout, regent of the Mount Vernon Ladies’ Association. He’ll “use his skills and background in new and traditional media to reach greater audiences,” she said.

Curtis G. Viebranz takes the helm at George Washington's historic estate. (Courtesy Mount Vernon Ladies' Association)

Mount Vernon is America’s most visited historic home, according to the Mount Vernon Ladies’ Association. Viebranz is just its 10th leader since the group’s stewardship began in 1858. He will start Sept. 17, succeeding James C. Rees III, who retired June 1.