Since Paul Heyman and Eric Bischoff were hired as Executive Directors of WWE Raw and SmackDown respectively, there have been a few different comprehensions of what they’ll actually be doing.
The latest edition of the Wrestling Observer Newsletter gave some clarification on the nature of the roles:
“The job Bischoff and Heyman are doing with Smackdown and Raw is different from the previous head writers like James, Ed Koskey or David Kapoor. Bischoff and Heyman will report directly to Vince McMahon and are accountable to the entire brand’s interaction with all of the other departments in the company. Heyman and Bischoff are also responsible for merchandise ideas for their respective brands, media publicity.”
There is actually a slight difference between the two, as it seems Heyman will have creative influence over Raw, whereas Bischoff is unlikely to with SmackDown:
“Heyman will also steer the creative process and the pitches to McMahon. Ed Koskey will remain as the lead writer on Raw but Heyman will be pushing the actual direction of things. But Vince has to sign off on everything both do. But both have equivalent to Executive Vice President positions which include tremendous benefits. They are positioned higher than anyone previously in regard to running Raw and Smackdown and are considered major executives in the company responsible for brand management of the respective brands.”