PJ Osler & Associates
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Who we are
Jane Osler leads a network of seasoned marketing professionals, each member with a unique background and area of expertise. Based on the business challenge, client requirements and industry segment, project teams are assembled to ensure relevant functional and industry experience is matched with the project.

Jane Osler, President Jane Osler, President
Jane is a marketing and research executive with almost 30 years dedicated to the industry, her experience is extensive in leading cross-functional teams and projects in the leisure, travel and retail sectors. She provides insights and recommendations that lead to the identification of business opportunities, development of customer-centric strategies, and actions that result in increased profitability.
A graduate of the University of Waterloo, with a Bachelor of Environmental Studies, Jane began her career in Toronto gaining experience in various marketing and research positions. She relocated to Vancouver as President of Infogroup, a full-service national research company with offices in Vancouver, Calgary, Edmonton, and Toronto.

Before founding PJ Osler & Associates in 2007, Jane was Vice President, Customer and Market Research for Intrawest, a premier resort developer and operator. During her time in this role, Jane established numerous programs and led the company in both understanding and valuing the role of market and customer research in business decision making.

Jane is an active community member and routinely extends her professional knowledge and expertise into volunteer initiatives (a past board member of Outward Bound Canada). Her passion for the outdoors is fulfilled as an avid skier, and Jane enjoys hiking and cycling both locally and internationally.


Our Associates, Partner & Member Organizations:
Collaboration to us means assembling a team of resources that can most effectively and efficiently meet the business challenges and opportunities of our clients. This may mean joining forces with a complementary firm, drawing-in the expertise of independents, or a combination of both. Our associates, partner organizations and memberships are linked by shared experiences on projects or within organizations, and by common business philosophies.


Associate: Jill JohnstonJill Johnston
Jill is a recognized team leader with more than two decades of marketing and sales experience; primarily based in tourism and hospitality. She has led international sales teams, developed sales strategies and has successfully planned and executed a range of initiatives involving cross functional groups, and significant organizational change that have resulted in increased revenues and efficiencies.

Prior to her role as a consultant, Jill served as Director of Sales for Intrawest Corporation in Vancouver, leading the integrated hospitality sales effort for 7,800 lodging units across a dozen resorts throughout North America.  In this role Jill led the rollout of a global sales team and provided regular and continuous strategic consultation to individual resort sales and marketing teams.  She also oversaw the development and implementation of a company-wide sales training program, a centralized sales force automation and account management system, and enhanced focus on corporate and meeting business.

Jill was also Director of Marketing and Sales for Skican, a Canadian tour operator specializing in leisure holiday programs. In this role she cultivated industry partnerships and developed cooperative marketing plans with government bodies, airlines, hotels and activity providers.

Passionate about community and our future generations, Jill leverages her business skills in her volunteer work, currently as a board member and committee chair with KidSafe.  Jill’s leisure time is spent doing anything outdoors; skiing the local mountains or hiking the trails with family, friends and dogs. She enjoys the challenge of endurance events and has completed several marathons and triathlons.

Jill holds an MBA from Royal Roads University in Victoria, British Columbia.

Associate: Michelle Tice Michelle Tice
Michelle Tice is a seasoned marketing executive with over 15 years of experience in the travel and tourism, financial services and digital media industries. She has successfully led numerous organizations to create customer driven results-oriented strategies and tactics in the areas of marketing communications, (including social media), pricing, product development and overall business strategy. Michelle has returned to management consulting after having spent 13 years with Intrawest Corporation in key marketing and sales roles, most recently as Vice President, Revenue Management and Distribution.

Notable contributions during this time included leading the complete re-structuring of the marketing and sales organization and the development of a resort-wide employee operating and brand tool kit. She also created and facilitated a highly regarded management-training program for Intrawest’s resort properties. Prior to Intrawest, Michelle worked as a Management Consultant in Toronto with Ernst & Young, and specialized in the financial services industry. Michelle holds an MBA from the Ivey School of Business in London, Ontario, and a BA in International Relations from the University of British Columbia. She is fluent in German and has a strong working knowledge of French.

Michelle volunteers in her community in many different capacities for organizations such as Juvenile Diabetes Research Foundation. She is also an avid runner, having completed numerous half-marathons, as well as a marathon and triathlon. In February 2010, Michelle had the honour of being an Olympic Torchbearer. She also enjoys skiing and spending as much time as possible outdoors with her family.


Mahon Jones & Associates
The firm’s President, Mary Mahon Jones, brings nearly three decades of experience in the tourism and culture sectors to its core services: marketing, visitor experience and product development planning, research and facilitation. Mahon Jones & Associates is dedicated to helping non-profit, private and public sector organizations, and governments meet their goals and is focused on mobilizing people to work together toward a shared vision of the future. www.mahonjones.com

McG Marketing & Research
With over 25 years of consumer marketing and research experience, Matt McGahran has served in senior leadership and advisory roles in a broad range of marketing research, marketing services, business development and analytical capacities. He has led major research projects ranging from new product development research for a Fortune 100 chemical and textiles manufacturer to price optimization and demand research for top online greeting card companies. www.mcgresearch.com

Resort Consulting Associates
RCA was founded in 1988 and is a team comprised of lead consultants and a variety of strategic partnerships with experts in specific fields of resort consulting including real estate development, financial analysis, market research, and tourism. Cate Thero, RCA’s Managing Principal, has worked in the resort and tourism industry for over 20 years both as a consultant and as a resort executive. She has led consulting projects for over fifty resort client engagements in the areas of real estate development, marketing, and financial analysis. Cate has specialty expertise in integrated destination resorts. www.resortconsultingassociates.com

The Consulting Edge
As president of The Consulting Edge, David Gouthro possesses a rare talent for instilling inspiration, courage and innovation in audiences and individuals engaged in his programs and presentations. He has a knack for leading individuals and organizations in an ongoing pursuit of the knowledge and the skills necessary for achieving greater effectiveness. His energetic and playful approach incorporates variety, humour and fun to all he undertakes and has earned him the reputation as facilitator and speaker of choice for numerous North American organizations. www.theconsultingedge.com



EQ Authorized Trainer and Consultant Jane Osler is a member of the Canadian Association of Management Consultants, the British Columbia Association of Integrated Marketers (BC-AIM), and is an (EQ) Authorized Trainer and Consultant.