![\"\"](\"https:\/\/d18r0a86za96sg.cloudfront.net\/wp-content\/uploads\/2024\/02\/10073753\/SK-hynix_New-Leadership-Spotlight-EP.03-Kitae-Kim_01.png\")
<\/p>\n<\/p>\n
SK hynix\u2019s HBM*<\/span> was the superstar of the semiconductor memory industry in 2023. The company\u2019s technological competitiveness led to a record increase in HBM sales and a profitable fourth quarter, signaling a rebound in the market.<\/p>\n Vice President Kitae Kim, head of the HBM Sales & Marketing (S&M) department, significantly contributed to HBM\u2019s successful performance by anticipating market changes, responding to customer needs, and increasing profitability. Kim has extensive experience in semiconductor sales and marketing having managed accounts for major global tech companies, where he drove revenue growth and built strong customer relationships.<\/p>\n He has also been a key figure in maintaining SK hynix\u2019s sales even during unstable market conditions. Kim drove the company\u2019s record operating profit in 2018, and has led the sales division\u2019s downturn task force since 2022 to successfully navigate the recession.<\/p>\n In this third installment of interviews with newly appointed executives, the newsroom spoke with Kim about his vision for strengthening SK hynix\u2019s HBM market leadership and future-proofing the company\u2019s sales strategy.<\/p>\n *<\/span>High Bandwidth Memory (HBM): A high-value, high-performance product that possesses much higher data processing speeds compared to existing DRAMs by vertically connecting multiple DRAMs with through-silicon via (TSV). There are five generations of HBM, starting with the original HBM and followed by HBM2, HBM2E, HBM3, and HBM3E\u2014an extended version of HBM3.<\/p>\n \u25b2 Kim attributes early preparation for the AI era as an important factor in HBM\u2019s market success<\/p>\n \u201cAs the AI ecosystem expands with the diversification and sophistication of generative AI services, demand is increasing for HBM\u2014a high-performance and high-capacity memory solution. HBM is a revolutionary product which has challenged the notion that semiconductor memory is only one part of an overall system,\u201d he said. \u201cIn particular, SK hynix\u2019s HBM has outstanding competitiveness. Our advanced technology is highly sought after by global tech companies.\u201d <\/strong><\/p>\n Kim emphasized that HBM\u2019s key sales strength is its advanced technology. This is because it is crucial to first secure the technical specifications required by customers to promptly respond to the surging demand for AI memory. He added that his team\u2019s foresight in detecting and preparing for market changes in advance also proved to be highly effective.<\/p>\n \u201cWe had been consistently preparing for the onset of the AI era through efforts in both sales and marketing. We proactively established collaborative relationships with our customers and anticipated the market conditions,\u201d he said. \u201cBuilding on this foundation, SK hynix was able to establish mass-production infrastructure for HBM faster than anyone else, move forward with product development, and quickly achieve market dominance.\u201d<\/strong><\/p>\n Having established itself as the HBM market leader by pooling its company-wide capabilities, SK hynix plans to maximize this dominance in 2024. To achieve this goal, the HBM Business division was created to bring together all departments including product design, device, development, mass production, and the HBM S&M department which is led by Kim.<\/p>\n Looking ahead, Kim aims to achieve the milestones needed for the company and division to expand positive relationships with customers and promptly respond to market trends.<\/p>\n \u25b2 Kim underscores the importance of technical competitiveness and rapid time to market to gain an edge in the market<\/p>\n \u201cThe most challenging period was the industry downturn that began in 2022,\u201d Kim revealed. The combination of this recession with an unstable global landscape made the situation more difficult.<\/p>\n \u201cAs the downturn worsened, the situation became increasingly uncertain. It affected our team members, but we rallied together to overcome the challenges,\u201d he said. \u201cOn the sales side, we concentrated on improving profitability. To achieve this goal, we focused our sales capabilities on HBM\u2014an AI server and data center-oriented product. In the process, we worked to strengthen our collaboration with clients, focusing on long-term benefits rather than immediate gains. I believe these collective efforts enabled SK hynix to weather the downturn.\u201d<\/strong><\/p>\n Despite some lingering external uncertainties, Kim believes that the semiconductor memory market is on an upward trend this year. This is in part due to a recovery in demand from global big tech customers. In addition, the application of AI in more areas including on-device*<\/span> products such as AI-equipped PCs and smartphones is set to boost demand for not only HBM3E, but also for other products such as DDR5 and LPDDR5T.<\/p>\n Kim emphasized that \u201ctechnical competitiveness is fundamental, but from a sales perspective, shortening the time to market*<\/span> (TTM) is key to maintaining market dominance.\u201d<\/p>\n \u201cProactively securing customer purchase volumes and negotiating more favorable conditions for our high-quality products are the basics of semiconductor sales operations,\u201d Kim said. \u201cWith excellent products in hand, it\u2019s a matter of speed. Our planned production volume of HBM this year has already sold out. Although 2024 has just begun, we\u2019ve already started preparing for 2025 to stay ahead of the market.\u201d<\/strong><\/p>\n *<\/span>On-Device AI: AI technology that implements AI capabilities on the device itself instead of proceeding with computation in a physically separated server. With on-device AI, AI functions become more responsive and more customized AI services can be provided as smart devices are capable of independently collecting and computing information. \u25b2 Kim believes the HBM division\u2019s One Team synergy allows SK hynix to provide total AI memory solutions to its customers<\/p>\n Kim acknowledged that while he feels deep pride as the head of the HBM S&M department for the industry\u2019s number one HBM company, he also feels a great sense of responsibility. The HBM S&M department is comprised of three teams: the HBM Sales team that pursues win-win relationships with customers; the HBM Marketing team that discovers optimal pathfinding through market and industry analysis; and the HBM Planning & Intelligence (P&I) team that maximizes sales and profitability by determining the ideal product and supply strategy to lead the market. This unprecedented integration of teams reflects the company\u2019s commitment to becoming a total AI memory provider that leads market change while also being first to provide tailored solutions to customers.<\/p>\n \u201cSemiconductor sales is a position that requires collaboration with major global tech companies,\u201d he said. \u201cTo meet our customers\u2019 expectations, it is essential to provide total solutions that encompass not only technology but also elements including quality control, sales, and marketing. To achieve this, we have started optimizing our organizational operations this year. At a time when the direction set by leaders is crucial, I will do my utmost to lead the way in bringing together the capabilities of each team to maximize our One Team synergy.\u201d<\/strong><\/p>\n Lastly, Kim expressed optimism and confidence for the coming months in a message to his coworkers.<\/p>\n \u201cIn 2024, the time for the long-awaited upturn is getting closer,\u201d <\/strong>he said. \u201cIn this new era of progress, I will strive to achieve the best results in our business. I hope that everyone at SK hynix can also realize their aspirations this year.\u201d<\/strong><\/p>\n <Other articles from this series><\/strong><\/span><\/p>\n New Leadership Spotlight: SK hynix\u2019s First Female Research Fellow, Vice President Oh Haesoon, on Advancing NAND Flash<\/a><\/span><\/p>\n New Leadership Spotlight: SK hynix\u2019s Youngest Exec, Lee Donghun, Discusses Spearheading NAND Flash Development<\/a><\/span><\/p>\n New Leadership Spotlight: Vice President Hoyoung Son Targets SK hynix\u2019s Evolution Into Total AI Memory Provider Through Advanced Packaging Tech<\/a><\/span><\/p>\n Leadership Spotlight: Deoksin Kil, Head of Material Development, On Achieving Tech Innovation Through Advanced Materials<\/a><\/span><\/p>\n New Leadership Spotlight: Head of HBM PI Unoh Kwon Aims to Finish SK hynix\u2019s HBM Roadmap & Lead in the AI Era<\/a><\/span><\/p>\n<\/div>\n\n\n<\/div>\nStriving for Market Dominance Beyond HBM Leadership<\/h3>\n
<\/div>\n<\/div>\n<\/div>\n![\"Kim](\"https:\/\/d18r0a86za96sg.cloudfront.net\/wp-content\/uploads\/2026\/05\/27153410\/SK-hynix_New-Leadership-Spotlight-EP.03-Kitae-Kim_02.png\")
<\/p>\n<\/div>\n\n\n<\/div>\nFundamental Technical Capabilities & Shortening Time to Market<\/h3>\n
<\/div>\n<\/div>\n<\/div>\n![\"Kim](\"https:\/\/d18r0a86za96sg.cloudfront.net\/wp-content\/uploads\/2026\/05\/27153421\/SK-hynix_New-Leadership-Spotlight-EP.03-Kitae-Kim_03.png\")
<\/p>\n
\n*<\/span>Time to market (TTM): The length of time required to develop a product from initial conception to when it is released to the market and available for sale.<\/p>\n<\/div>\n\n\n<\/div>\nDelivering Total Solutions to Customers Through \u2018One Team\u2019 Synergy<\/h3>\n
<\/div>\n<\/div>\n<\/div>\n![\"Kim](\"https:\/\/d18r0a86za96sg.cloudfront.net\/wp-content\/uploads\/2026\/05\/27153432\/SK-hynix_New-Leadership-Spotlight-EP.03-Kitae-Kim_04.png\")
<\/p>\n