Cliff Upchurch

Senior Consultant

Email: Cliff.Upchurch

Office: 682-321-7710

Cell: 817-475-9159


Cliff Upchurch is a proven leader in sales and customer service satisfaction. Cliff joined the DGC Group in 2015 where he performs management consulting and business analytics to assist clients with operational efficiencies and improving customer satisfaction. Prior to his role as a Senior Consultant with DGC, Cliff began his management career shortly after graduating high school in 1979. Cliff spent the next 35 years with multiple retail organizations (Whites Home & Auto, Western Auto, Montgomery Wards, AutoZone, and Pep Boys) where he expanded his leadership skills, and business acumen to develop better products, processes, and services to exceed the marketplace needs while achieving corporate sales and financial objectives. In 2008 he accepted the position of Operation Manager with AAA Texas where he was responsible for balancing the long-term vision with the short-term goals of managing the relationship for over 350 Emergency Road Service providers and 400 Approved Auto Repair partners in Texas and New Mexico. During his tenure at AAA Cliff was instrumental in executing change and motivating his team to improve the member experience and achieve Overall Member Satisfaction in both states above the AAA National Average by March of 2011. During his career in Automotive Retail Cliff performed in multiple leadership roles as a Store Manager, District Manager, Regional Manager and Director of Store Operations where he was responsible for all activities related to new store development, and the implementation of policies and procedures pertaining to field operations for 350 retail locations.


As Director of Store Operations with Western Auto, Cliff served on multiple committees including MIS Committee which developed and implemented management information system strategies for Point of Sale and inventory management , Strategic Planning Committee which reviewed business operations in all departments, and subsidiary companies to combine synergies and improve operational efficiencies while lowering operating cost throughout the organization, Advertising Committee which determined merchandise placement and media channel to maximize exposure to increase customer count and average transaction. Cliff also served for 3 years on the Charitable Contributions Committee which determined how 5.0% of the company’s pre-tax earnings would be distributed among charitable organizations. Cliff has also been involved in strategic partnership negotiations with many vendors throughout his career and played an integral role in the AAA/Napa parts program negotiations at Auto Club Enterprise which was soon became the national program adopted by AAA National.