He served as the Executive Vice President of World Championship Wrestling (WCW) from 1988 to 1992, following Turner Broadcasting's acquisition of Jim Crockett Promotions.
One of his first initiatives undertaken was to model the success of the World Wrestling Federation (WWF)--which embraced a positive family-friendly image.-- This was achieved by introducing various gimmicks and characters with the intention of broadening WCW's appeal, especially to the younger demographic.
One such initiative was the creation of "The Ding Dongs," a tag team portrayed by The Rock 'n' Roll Rebels, donning an all-red outfit with a visual representation of a bell.
As part of this collaboration, Herd organised a dedicated Pay-Per-View event called Capital Combat, where RoboCop appeared alongside professional wrestler Sting.
Herd wanted Flair to lose the WCW World Heavyweight Championship and undergo a significant change in his physical appearance, which consisted of shaving his head.