Veronika Jirků graduated from the University of Economics in Prague, majoring in Arts management. During her studies, she started with production by working at Letní Letná, a new theater festival, and circus, and since 2012 she works for music festival Let It Roll at the company Beatworx. Currently, she is a Production Director and is responsible for the production of all events organized under Beatworx. Besides production, she is also involved with ecological activities at music festivals.
As part of the Let It Roll festival, she founded the Rollin Green project, which unifies, creates, and implements environmental activities at the festival. In 2018, it established cooperation with the Faculty of Environment, which helps the festival with research and education of visitors. Now she is working on a new project FESTAS Green, which should eventually result in a conference that could better address this area to all promoters in the Czech republic.