Sitback’s Paul Armstrong joins Starlight Children’s Foundation Digital & Data Advisory Board

Long-time digital CX industry leader and Sitback Founder Paul Armstrong has joined Starlight Children Foundation’s newly formed Digital & Data Advisory Board as a volunteer member, alongside some of Australia’s leading minds in tech, IT and AI.

The group aims to help Starlight navigate the increasingly complex tech environment and uplift the charity’s digital capabilities, whilst ensuring the children and families Starlight supports are at the centre of every decision.

Says Armstrong: “It’s a cause I’m incredibly passionate about, and a fantastic learning and networking opportunity. To lend my expertise and to collaborate in an area which could help propel the charity’s innovation is a privilege and a responsibility. Plus, I think Starlight CEO Louise Baxter is inspirational. Her forward-thinking and visionary approach to this next evolution in tech presents so much opportunity; I’m honoured to be part of this journey.”

Starlight Children’s Foundation has been brightening the lives of seriously ill and hospitalised children across Australia for over 30 years. As happiness steps away from something people consider as “nice” and into something which is recognised as critical for our health and wellbeing, the need for Starlight to bring moments of fun, laughter and joy to sick kids continues to grow. While doctors and clinicians treat their illness, Starlight supports their well-being and resilience which has a positive impact on health outcomes.

Says Starlight Children’s Foundation, CEO and Executive Director, Louise Baxter: “We have assembled an amazing group of people, who are all volunteering their time and expertise to help us elevate our existing digital capabilities and services. And they all care deeply about Starlight’s Mission to brighten the lives of seriously ill children.

“We see the enormous opportunity for technology to enable more of the human. And through collaboration and support from those in the know, we can achieve a greater positive impact than we ever could alone. The Starlight Digital and Data Advisory Board is already adding so much value and we have processes in place to ensure the insights stretch across our entire organisation.”

Armstrong’s connection with Starlight is not new — he served on its IT Strategy Board from 2011, providing digital guidance through a period of major growth. Now, a decade on, he returns to offer insights on emerging technologies and support Starlight’s innovation in how they positively transform the hospital experience, connect children who are Isolated, and entertain children and their families.

The Starlight Digital & Data Advisory Board brings together some of the brightest minds in tech, data, and digital innovation. This Board plays a critical role in advising on everything from security and data to cloud integration and strategic innovations.

Armstrong sees his position as not just a seat at the table but as a proactive opportunity to connect Starlight with emerging opportunities, new technologies, and talented organisations: “I’d like to think of myself as the canary in the coal mine. I’m here to keep an eye on industry developments and make sure Starlight is positioned to benefit from the best the digital world has to offer.”

Since first coming together in late 2024, the Starlight Digital and Data Board’s momentum is building. Starlight is already exploring opportunities in areas like ethical AI, data security, and using digital tools to amplify human connection.

• Louise Baxter – CEO / Executive Director, Starlight Children’s Charity.
• Dr Catherine Ball – Academic, company director, bestselling author, futurist and visioner.
• Lisa Bouari – Partner at EY. Artificial Intelligence Leader.
• Tiffany Wright – General Manager Customer Success ANZ, Microsoft.
• Dylan Jones – Chief Security Architect Leidos.
• Geoff Wenborn – Chief Operating Officer, Bank of Sydney.
• Ken Struthers – Chief Executive Officer, Barhead Solutions.
• Linda Ferguson – Head of Finance and Technology, Starlight Children’s Charity.
• Marina Yastreboff – President, Australasian Society for Computers & Law.
• Melanie Valdes – Regional Director, Enterprise & APAC Nonprofit Health, Salesforce.

Adds Armstrong: “At Sitback, we share a similar philosophy. We use psychology and behavioural science to design better digital experiences, understanding that a person’s emotional and social state can directly impact their interactions and satisfaction. This alignment between Starlight’s work and our own principles makes supporting them even more meaningful to us.

“Now, as a certified B Corporation, we’re publicly committed to using our business as a force for good — putting people and purpose on equal footing with profit. Starlight’s work and values align with ours in all the best ways, and we couldn’t be more excited to collaborate.

“Working with purpose-driven organisations isn’t just something we do. It’s core to who we are.”