Sicca Eichelkraut

Sicca Eichelkraut has extensive experience in visual merchandising and retail design, currently serving as Senior Manager Retail Design and Senior Manager Concept Creation in Global Visual Merchandising at adidas since March 2011. Eichelkraut leads the development of Women's Visual Merchandising strategies, ensuring global consistency across retail concepts and driving innovation in merchandising tools. Prior to adidas, Eichelkraut worked at PUMA Retail AG from August 2004 to March 2011, where positions included Deputy Visual Merchandising Manager and Global Visual Merchandising Coordinator, responsible for creating VM guidelines and training programs. Earlier experience includes an internship at Telefónica O2 Germany, with a specialization in project management for events. Eichelkraut holds a degree in Controlling & Accounting from Coburg University.