Both/And
Both/And is a senior advisory practice working at the intersection of customer experience, digital, commercial performance, data and AI.
Founded by Adam Levin, Both/And supports organisations in complex, operational environments to move from strategy to practical outcomes — integrating priorities that are too often treated as competing.
Adam Levin
BA (Hons), MA, MBA
Adam is a senior customer, digital and commercial executive with more than twenty years’ experience leading growth, transformation and customer strategy across complex,
multi-stakeholder environments.
As General Manager Customer and Digital at Perth Airport, Adam built the integrated customer, digital and marketing function — connecting brand, digital, CRM and analytics across the airport ecosystem. He led the development of a digital marketplace recognised globally at Dreamforce 2021, delivered an enterprise rebrand awarded a REBRAND 100 Global Award, and shaped three of Perth Airport’s six corporate growth strategies, linking customer and digital investment to commercial outcomes.
At Brisbane Airport, Adam led commercial marketing across retail, property, parking and eCommerce — including a program driving more than $100 million in annual revenue and contributing to the airport's largest-ever international terminal retail tender.
At iiNet, he led a team of twenty across acquisition, CRM and digital marketing — delivering 45% year-on-year growth, more than 150,000 incremental products and four consecutive ADMA Effectiveness Awards.
Earlier, Adam established Torque Data's Perth office, delivering data-driven customer strategy for government and sporting organisations including GESB, Landgate and West Coast Eagles, and held a senior consulting role at LBM Direct Marketing in Manchester.
Adam holds an MBA from Alliance Manchester Business School, an MA from the University of Manchester, and a BA (Hons) from the University of Sussex. He completed the McKinsey Executive Leadership Program.
Not either-or. Both-and.
Both/And honours the full complicated reality that organisations face. It makes room for multiple perspectives and is open to opposing ideas. It creates space to work through complexity without rushing to false resolution.
Most real problems don't sit neatly in one discipline. They span customer and commercial, digital and operational, strategic and practical. The instinct to simplify — to choose one priority over another — often creates the very tensions it was meant to resolve.
Both/And works differently. By holding competing priorities together rather than choosing between them, better solutions emerge — grounded in the operational reality, not imposed from a framework
Adam & a network
of specialists
Both/And is led by Adam and supported by a network of specialist partners — assembled around the needs of each engagement.
Both/And leads the engagement, shapes the approach and remains accountable for outcomes. Partners bring deep capability across areas including AI systems, technology delivery, data and analytics, organisational change and operational improvement.
The result is senior, experienced advisory with direct access to specialist delivery — without the overhead of a large firm or the limitations of a sole practitioner.
Strategy and delivery. Digital and operations. AI and governance.