Contour mowing

From PLANTFACTS.OSU.EDU

1. To shape the borderline between the fairway and rough to add interest, direction or strategy to the golf hold, as in fairway contouring. Contour mowing is also practiced on greens to enhance aesthetics.

A sample of fairway contour mowing.
Source: http://www.rbagroup.com/services/golf/fairway.html