No, there is no way to set the profile from the BES.
Best bet is to send the 'kill' command to the device to wipe it and lock it. That way if someone else finds it they can't get into it. That's what I'd do, anyway.
__________________ No longer a BES Admin, but it was fun while it lasted!
According to Google Maps (which can identify the current cell tower), I'm about 8 miles south of where I actually am. If you could get this info remotely it might help you tell whether you'd left it at home or at work, but it's not going to tell you whether it's down the sofa or behind the fridge*.
I think that there are tracking applications around for GPS-enabled devices, although this would obviously have to be running before the device was lost to be useful.
* Another thought - if you know roughly where it is, maybe wandering around the house with a radio listening for "Blackberry Interference" would help?