The "When I say" field can contain variables, though they are only parsed when the profile loads. Profile switching is one method of accomplishing a reload, however the "Reset Active Profile" action is the more efficient option.
Plugins/inline functions cannot directly call these functions, however you can execute a command that in turn does it for you.
Note that this also means that when a profile is loaded initially, any variables whose value you may try to retrieve using tokens in the "When I say" field will not have been set yet, therefore the profile must be reset at least once in order for your command to function as intended.