Job Title: General Manager – Richlawn Turf
Department: Operations
Location: Platteville, Colorado
Reports To: Executives VP
Job Type: Full Time
Travel: 30%-50% to multiple states
Compensation: $205k-$275k based off experience
Job Summary
The General Manager will lead the growth and expansion of a sustainable turf management and gardening products business from its established platform in Colorado into a national leader in organic lawn, garden, fertilizer, and soil amendment solutions. This role is responsible for driving business strategy, operational performance, product development, sales growth, and multi-site production and distribution while maintaining full profit and loss accountability.
The ideal candidate will bring extensive experience in residential and commercial turf management, with a strong understanding of lawn care operations, fertilizer and soil amendment applications, and the lawn and garden industry. Experience working within large-scale lawn care, turf, or consumer lawn product organizations is highly preferred. This individual should be a proven leader with strong business acumen, operational expertise, and the ability to build and scale high-performing teams and processes.
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Essential Job Functions
- Develop and execute comprehensive business strategy across market expansion, product development, sales, and operations
- Own full P&L responsibility, including budgeting, forecasting, and financial performance
- Lead fertilizer and soil production operations, ensuring efficiency, quality, and scalability
- Collaborate with marketing, sales, production and procurement teams to meet customer demand
- Establish and monitor KPIs to optimize labor, efficiency, and resource utilization
- Develop and implement pricing strategies to drive profitability
- Build, lead, and mentor a high-performing leadership team
- Foster employee engagement and a culture of accountability and growth
- Methodically and profitably scale from single site operation to national footprint with operations and sales presence across US
- Represent the organization through community and industry engagement
- Develop and optimize fertilizer formulations and production processes
- Drive continuous improvement in technology, systems, and operational practices
- Provide technical expertise to support product quality and innovation
- Oversee operational budgets and financial targets
- Ensure compliance with environmental, federal, and state regulations
- Implement strategies to improve profitability, customer satisfaction, and operational performance
- Promote a culture of continuous improvement across all business functions
- Identify and implement process enhancements to increase efficiency and productivity
- Serve as the public-facing leader of the business, building relationships with community stakeholders and promoting sustainability initiatives
Required Qualifications
- Bachelor's degree in operations management, agronomy, turf management, ag business, or related field
- 12+ years of experience and expertise in all facets of residential and commercial turf management, including application of lawn and garden products, fertilizer and soil amendments.
- In-depth knowledge of organic and synthetic fertilizers and soil amendments
- Experience in compost and soil production
- Strong business acumen with ability to analyze financial and operational data
- Demonstrated leadership experience managing diverse teams
- Strong problem-solving, decision-making, and communication skills
Preferred Qualifications
- Master's degree in Finance, Operations Management, or related field
- Experience with state and environmental regulatory requirements
- Experience scaling operations across multiple sites or regions
Work Environment
This leadership role operates in a dynamic environment that combines office-based strategic planning with on-site presence in production and agricultural settings. The position requires regular interaction with production teams, vendors, customers, and community stakeholders, along with travel for site visits, industry events, equipment demonstrations, and leadership activities. The role may involve exposure to outdoor conditions, production facilities, and physical activities such as walking, standing, and occasional lifting, requiring flexibility to support both operational and strategic business needs.
About Us:
Versova is one of the largest egg producers in the United States, bringing together family-owned farms in Iowa, Ohio, Washington, Oregon, Idaho, Utah, and Colorado. With over six decades of industry experience, our team of more than 2,000 employees is dedicated to exceptional flock care, environmental stewardship, and producing safe, high-quality eggs. More than just a workplace, Versova is a team built on shared values, working together to enrich our communities and uphold the highest ethical standards.
As a family of companies and a company of families, we are guided by a strong set of Core Values: Recognition, Initiative, Safety & Security, Service, Community, Respect, Integrity, Ownership, and Excellence. These values drive our commitment to responsible employment, sustainability, and industry innovation. When you join Versova, you become part of something bigger - working together to lead the future of egg production with integrity and excellence.
Benefits:
- Regular performance reviews
- Health insurance
- Dental insurance
- Vision insurance
- HSA with company match
- Paid time Off
- Paid Holidays
- 401K with company match
- Tuition Reimbursement
- Employee Assistance Program
Posting Statement
All qualified applicants will receive consideration for employment without regard to race, color, religion, religious creed, sex, national origin, ancestry, age, physical or mental disability, medical condition, genetic information, military and veteran status, marital status, pregnancy, gender, gender expression, gender identity, sexual orientation, or any other characteristic protected by local law, regulation, or ordinance.
Disclosure
This job description is not exhaustive, as employees may perform additional related duties as needed. Employment is based on an 'at-will' basis. Employment is contingent upon the successful completion of a background check, as applicable to the role and in compliance with local, state, and federal laws.
