Johnson Consulting Group Welcomes Jim LaMar as Sr. Business Consultant
Seasoned funeral service executive joins JCG, bringing decades of leadership across operations, sales, and customer experience.
Scottsdale, Arizona — January 13, 2025 — Johnson Consulting Group (JCG), a premier consulting partner to funeral and cemetery professionals nationwide, announces that Jim LaMar has joined the firm as Sr. Business Consultant. LaMar’s appointment underscores JCG’s commitment to pairing clients with hands‑on profession expertise throughout the business lifecycle.
Born and raised in California and based in Arroyo Grande, LaMar brings a comprehensive background spanning cemetery and funeral home operations, sales leadership, and executive management. He began his funeral service career with Greenlawn Funeral Homes & Cemeteries in 1990 as a cemetery and preneed salesperson, quickly advancing to sales manager while earning licenses as a funeral director, cemetery manager, life insurance salesperson, and crematory manager. In 2004, he joined Forethought Financial Services as regional sales manager; in 2009 he returned to Greenlawn, ultimately serving as President & CEO until the company’s sale in 2023. Most recently, he worked with Anthem Partners through November 2025.
“Jim has led teams and operations at every level of the profession—from frontline sales to the CEO seat—and he understands how decisions made today affect families, staff, and the long‑term health of the business,” said Nelson Thulin, Director of Business Consulting Services at Johnson Consulting Group. “Our clients will benefit from Jim’s practical leadership, his commitment to customer experience, and his track record of building high‑performing organizations.”
Beyond his professional achievements, LaMar serves on the board of Pathways Family Services (foster care support and placement) and as Vice President of the California Funeral Directors Association. He holds a bachelor’s degree from California State University, Bakersfield.
About Johnson Consulting Group
A leading funeral profession consulting firm focused on increasing performance, profitability, and success as owners navigate succession planning. Our expert services include succession planning, selling funeral homes and cemeteries, financing solutions, business coaching, accounting services, business performance analysis, customer survey program, customer experience workshops, incentive compensation plans, and Leadership and Management training.
