1. PA U L ST E V E N S
790 Valleyview Drive paul.stevens@hotmail.ca
Peterborough, Ontario K9J 6R1 (705) 917-0266 mobile
(705)
748-6980 home
PROFESSIONAL PROFILE
LEADERSHIP STRATEGIC PLANNING BUSINESS DEVELOPMENT
INTEGRITY
An articulate and resourceful professional with twenty-six years’ experience in the golf and Turf industry,
including twenty years’ management in professional turf products. Exceptional credentials in market
development and sales growth.
• Technical expertise in all facets of the golf and turf industry; including agronomic support and delivering
technical recommendation as it related to key aspects of turf management (fertilization, cultural
practices, irrigation, pest identification and control)
• Results orientated, consistently meet sales and profitability targets
• Strong relationship building and Key Account Management; distributor/ retail partners through end user
level, ensuring execution of plans to reach sales targets.
• Proven performance in volume and market share growth of golf and professional turf products.
• Highly organized and perceptive in developing a completely new territory and introducing new products.
Main areas of expertise within the business development process include leading strategic planning
sessions, market analysis, competitive review, long-term and short-term sales goals/ targets,
development of business plans, effective implementation and progress analysis.
• Passionate about creating a dynamic team through respectful leadership and excellent people skills.
Demonstrated on several occasions an energetic ability to take on a team and bring them to a level of
motivation where a mutual goal is attained with respect to company growth and profitability.
• Top performer with career-long record of negotiating complex account relations, alliance building and
closing valuable deals. Excel at developing new business contacts and networking within the golf and
professional turf groups on a national and global scale.
• Accomplished speaker in industry conferences, sales and executive presentations, distributor and end
user education and training seminars.
Paul Stevens, Professional Resume 1 02/01/2017

2. EMPLOYMENT EXPERIENCE
Manager - Professional Turf Aug 2003 to July 2016
DLF PICKSEED CANADA INC., ONTARIO, CANADA
DLF operates the largest global turf and forage seed company. A vertically integrated company, DLF
Pickseed is involved in all facets of the proprietary seed process, i.e., development, research,
production, processing, packaging, marketing and distribution. In the Canadian market DLF
Pickseed is a leader in the agriculture and corn hybrid seed markets.
 Full ownership of professional turf planning and strategy sessions. Analyzed and identified strategic
opportunities for growth in new and existing markets, including appropriate positioning of current product
line and the development of new products (through the Research team programs) to fill gaps and exploit
underdeveloped product segments. Market groups include professional turf (golf courses and sports
facilities), lawn (residential and commercial landscapes) and consumer products through corporate
accounts, sales representatives and commissioned agents.
 High accountability for drafting, finalizing and executing business plans using ‘Gant charts’ which
provide a detailed and documented overview of strategic initiatives, prioritization, time-lines,
development projects, marketing tools, etc.
 In charge of creating, presenting and achieving approval of the annual professional turf budgets.
Monitored and ensured that the budget targets become part of the daily routine with a high emphasis in
recognizing the need for additional ‘drill down’ analysis.
*I have consistently reached the company ROI goals and exceeded annual sales and volume targets.
Over the past 3 years I have increased professional turf revenue by $1.2m and increased gross margins
by 11%.
 High focus on increasing market share through a broader and deeper penetration of new and existing
accounts. Created a formal approach -in collaboration with the marketing department- to generate a
database of potential customers, market intelligence, call list formalization/feedback and an evaluation
of distributor/ end user performance in relation to regional market share and potential.
 Extensive experience in distributor recruitment and management. Established, maintained and assisted
in the growth of distributor activities in multiple geographic locations. Accountability in providing
distributors with proper information and marketing tools pertinent to their duties while reinforcing the
company’s position.
*Participation in the business activities of global distribution agreements and proprietary product
licensing agreements in Australia, US, China and parts of Europe.
 Directed an appropriate level of marketing support programs such as advertising, brochures and other
promotional materials needed to demonstrate the company’s expertise and integrity in the seed
Paul Stevens, Professional Resume 2 02/01/2017

3. industry. Proficiency in sharing the company’s image and vision not only through trade show and seed
conference attendance but through active participation.
Regional Branch Manager – Western Operations Dec 1996 to July 2003
PICKSEED CANADA INC., VANCOUVER, CANADA
 Established a business unit in a new geographic area, Western Canada. Responsible for all facets of
this regional branch, from seeking a suitable location to set up of the business infrastructure to
recruitment of all sales, administrative and production staff.
 Established and executed business plan identifying key market opportunities and developing strategic
actions. Market segments included professional turf, lawn landscape, consumer, agricultural and corn
hybrid. The role also had me involved in direct communication with the product end user including golf
courses, lawn and landscape contractors, various government agencies and sod producers.
*The business unit team and organizational structure that was developed over a 5-year period
successfully raised the geographic market share from 5% to 45%.
 Product positioning relative to competitors. Assumed responsibility in product cycle management,
branding/brand-building, product comparison respective to competition, production performance,
packaging variations to accommodate respective customers, pricing to meet current industry position,
sales and volume forecasting in relation to production and market demands.
 Fostered a team approach to the new Business Unit with full and open cross functional communication.
Ensured that cross functional dynamics are focused on problem solving. Balanced the need to assume
appropriate responsibility, accountability and authority with a need to seek input and approval on key
matters. Created a Responsibility & Authority Grid to ensure employee’s awareness of new business
unit functions.
 Established and monitored regional budget, operating expenses, product pricing, inventory control and
forecasting, credit, financing options and accounts receivable.
Assistant Superintendent
PELICAN HILL GOLF CLUB, CALIFORNIA, UNITED STATES 1994 to 1996
Designed by the acclaimed architect Tom Fazio, Pelican Hill was the largest golf construction project
of its time. A 36 hole golf course along the California coast which was built at a cost of $300 million
dollars. Pelican Hill Golf Club was voted the number one new resort golf courses in 1994 and 1995.
Paul Stevens, Professional Resume 3 02/01/2017

4.  Managed, co-ordinated and supervised daily work schedules for maintenance personnel.
 Managed annual maintenance programs for pest control (fungicide, herbicide, insecticide, growth
regulators) fertilizer, irrigation, seed and vegetation. Taking into consideration environmental,
community and personnel safety factors.
 Supervised construction and renovation projects
 Scheduling and management of computerized irrigation system.
 Active participation in industry meetings, conferences and seminars
Assistant Superintendent/ Student
FRANKSTON PRIVATE GOLF CLUB HILL, MELBOURNE, AUSTRALIA 1992 to 1994
An exclusive private golf club in the famed Sand Belt golf region of Australia.
 Assisted in all facets of turfgrass management programs. Responsible for the long range improvement
program, including renovation and new construction.
 Involved in the installation of a computerized irrigation system.
 Volunteer for the 1993 Australian Open, Metropolitan golf Club, Melbourne.
FORMAL EDUCATION, TRAINING and PROFESSIONAL ASSOCIATIONS
Diploma in Turfgrass Management 1989 to1992
HOLMESGLEN COLLEGE, MELBOURNE, AUSTRALIA
Agronomy Internship Program 1993 to1994
OHIO STATE UNIVERSITY, COLUMBUS, OHIO
Greens Director 2013 to present
Kawartha Golf & Country Club, Peterborough, Ontario
Paul Stevens, Professional Resume 4 02/01/2017

5. WCTA Western Canada Turf Grass Association 1998 to 2002
(4 years as a director and as President in 2001)
GCSAA Golf Course Superintendents Association of America 1994 to
present
CGSA Canadian Golf Superintendents Association 1998 to present
CPSA Canadian Professional Sales Association 1997 to
present
CFIA (Canadian Food Inspection Agency) and CSI (Canadian Seed Institute) respective designations which
pertain to the sale, import and export of seeds as required by the Canadian Government.
I have played golf at a high amateur level. The experience gained as an active player has given me
invaluable insight into the needs and requirements of golfers relating to the design, construction and turf
management of golf courses. Over the years I have developed many valuable contacts in the golf and turf
industry in Australia, United States, Canada, England, Scotland, Ireland and Sweden.
Paul Stevens, Professional Resume 5 02/01/2017

6. WCTA Western Canada Turf Grass Association 1998 to 2002
(4 years as a director and as President in 2001)
GCSAA Golf Course Superintendents Association of America 1994 to
present
CGSA Canadian Golf Superintendents Association 1998 to present
CPSA Canadian Professional Sales Association 1997 to
present
CFIA (Canadian Food Inspection Agency) and CSI (Canadian Seed Institute) respective designations which
pertain to the sale, import and export of seeds as required by the Canadian Government.
I have played golf at a high amateur level. The experience gained as an active player has given me
invaluable insight into the needs and requirements of golfers relating to the design, construction and turf
management of golf courses. Over the years I have developed many valuable contacts in the golf and turf
industry in Australia, United States, Canada, England, Scotland, Ireland and Sweden.
Paul Stevens, Professional Resume 5 02/01/2017