Marie Zezůlková is the Executive Director of the BVV Living Lab (an association based at the Brno Trade Fairs complex), where she facilitates collaboration between the academic, public, and private sectors to test innovations—ranging from smart cities and smart mobility to sensor technology and energy systems—in a real-world environment. She is one of the CZELLAP founders. After completing her studies at the Faculty of Civil Engineering at Brno University of Technology (BUT) and the Institut Français d’Urbanisme in Paris, she began her professional career at the Brno City Municipality, heading the City Strategy Office. She subsequently moved to Prague to serve as Director of the National Energy Savings Centre (part of ČEZ ESCO) and later led the Regional Policy Department at the Ministry of Regional Development. She views herself as both an innovator and a strategist; she played a key role in establishing the South Moravian Region’s innovation ecosystem and has long focused on strategic planning and the development of innovative projects. She is an active member of various professional platforms and expert groups—including those within the academic sphere—and serves as the long-standing Vice-Chair of the Masaryk University (MUNI) Board of Trustees. Above all, she is the creator of the slogan "Žít Brno" (Live Brno).