Our Team

The Assistance Services Group leadership team has a broad range of knowledge from many different industries.  We are a learning organization both in terms of our commitment to personal development and growth and through the way we use our collective experiences to ensure that our culture, products and services reflect the values and needs of the industries that we serve. 

A picture of Mr Bruce Woods President of Sykes Assistance Services
Bruce Woods B.Sc., MBA, MPH


Bruce has been with Sykes Assistance Services Corporation and its predecessor companies since 1987 serving as President for the past 20 years. Throughout his tenure, Bruce has developed private label assistance services that enable consumers and the public to have convenient and effortless access to timely help, support, reassurance, expert information, peace of mind and networks of service providers, 24 hours per day, via multiple virtual support channels. These cost effective services have enabled our clients in numerous industries to differentiate themselves, retain and acquire customers, direct patients to the appropriate and most cost effective sources of care, and reduce their transaction costs relative to inefficient bricks and mortar environments. Bruce has successfully implemented these strategies within numerous industries due to his broad and diverse educational and business background.  His business to business selling experience in radiographic markets, public accounting experience with Price Waterhouse, and commercial lending experience with the Bank of Montreal exposed Bruce to a wide variety of clients, industries and their respective challenges to differentiate their offerings, or control their costs. He has epitomized the role of lifelong learning by pursuing post graduate studies in computer science and healthcare. He believes strongly in the use of technology as a tool to support scalable, virtual, call center related solutions that allow our employees to help as many people as possible on behalf of our public and private sector customers. Bruce has led our company in our continuous search for the next disruptive innovation that will maximize outcomes for what he calls the three legged stool of good corporate governance - our employees, our customers / users and our shareholders.

A picture of Denis Thibodeau Vice President of Shared Services
Denis Thibodeau

Shared Services
Vice President Shared Services

Denis Thibodeau has overall responsibility for Information and Communications Technology, and Project Management across Assistance Services Group.

Denis joined the company in 1993 as a Customer Assistance Representative.  He has held several positions over the years including Customer Assistance Supervisor and Account Manager. Prior to becoming the Vice President of Shared Services, he was the Vice President of Call Centre Operations from 1998 to 2007 managing our Roadside and Telesales divisions and Vice President of Call Centre Operations for the Telehealth division from 2007 to 2009. Denis has a  B.B.A. from Laurentian University and a Masters of Information Systems from the University of Phoenix (2013) 
Picture of Gaile Cohen Vice President of Human Resources
Gaile Cohen

Human Resources
Vice President Human Resources

Gaile Cohen leads the Human Resources function at Assistance Services Group. In her role, she sets the strategic direction for our Human Resources Department which includes the areas of talent management, compensation, employee relations (including legislative compliance), ability management and wellness/health promotion. Gaile has been with the company for twenty-six years and in addition to the skills and knowledge she applies in her current role, she has significant experience in client relations, privacy, and project management.

A picture of James Almost Vice President of Assistance Services
James Almost

Assistance Services
Vice President Assistance Services

James Almost provides leadership for our  Roadside Assistance, Insurance Support and Legal Services in Canada.  He is also responsible for risk management and loss mitigation for Assistance Services Group.

James joined Assistance Services Group in 1993 as a Program Director for Insurance services and was part of the private label assistance services division during the 1990’s until his appointment to divisional vice president. Prior to joining us, he was senior claims manager at Allstate Insurance Canada (1987) and prior to that worked in loss mitigation roles for automotive services at ING and AK. Macdonald and Company. (1980-1986)

A picture of Jim Murphy Vice President of Healthcare Strategy
Jim Murphy

Business Development
Vice President Healthcare Strategy and Business Development

Jim has been an active participant in the healthcare industry for 30 years.  Beginning in the pharmaceutical industry he has had many roles that include front line sales management, marketing, training, operations and new product development.  He is particularly interested in optimizing people's (individuals, families and providers) experience as they are faced with an ever more difficult to navigate healthcare landscape. At Assistance Services Group Jim is responsible for healthcare strategy, new service development and strategic partnerships. In his spare time Jim is a volunteer board member at the Annapolis Valley District Health Authority where he chairs the Quality and Patient Safety committee, and at the Health Association Nova Scotia. He is also the Board Chair at E-Kss, a Montreal based not for profit that has implemented a proof of concept telemedicine network in the Rio Negro region of the Amazon rainforest to support maternal, newborn and child health.