In 2002, Bischoff was hired by World Wrestling Entertainment (WWE, formerly WWF) to be the general manager of "Raw". Although primarily an on-screen role, Bischoff had a wide range of contacts within WWE to whom he could pitch creative ideas. He debuted as the first "Raw" general manager on the July 15 episode of "Raw". He resurrected his characteristic brand of smarminess with the general manager position, again playing the arrogant heel character he had employed as the nWo boss in WCW. During his debut on "Raw" he told the audience about how he was president of WCW, creator of the nWo and how he forced Vince McMahon to change the ways he does business. Bischoff is in second place of the longest reigns as general manager in WWE history, with three years in total. Former rival and former general manager of SmackDown Theodore Long surpassed Bischoff's record with a combined number of six years. Bischoff's wrestling innovations in WWE included the "Raw Roulette" and the Elimination Chamber, as well as feuds with Stone Cold Steve Austin, Shane McMahon, John Cena, SmackDown! General Manager Stephanie McMahon, and former Extreme Championship Wrestling owner Paul Heyman. At Taboo Tuesday Bischoff had his head shaved after failing to beat his (kayfabe) nephew Eugene. Bischoff then began a face turn after his head got shaved. He favoured face wrestlers such as Randy Orton, Chris Benoit and Chris Jericho. Bischoff subsequently took a vacation after allowing Randy Orton's team to become General Managers for up to four weeks with every member being the general manager once a week.