WWE today announced that Bruce Prichard has been named as the new Executive Director of Friday Night Smackdown on FOX, effective immediately, with his position reporting directly to WWE Chairman and CEO Vince McMahon.

Prichard will oversee the creative development of Friday Night Smackdown on FOX and ensure integration across all platforms and lines of business.

The position was previously occupied by Eric Bischoff, who was named as the Executive Director of Smackdown when WWE hired him and Heyman to head up Smackdown and Raw respectively.

Prichard brings nearly 40 years of experience in sports entertainment with an extensive background in character development and creative storytelling. Over the course of his career, Prichard has served in a variety of roles including announcer, producer, agent and on-screen personality. Earlier this year, Prichard returned to WWE as a member of the company’s creative team.