I'd have to go with Raven. He set the bar very high. He was a heel who'd do anything to get by. Dismantle a man's family and make the man's son betray his own father Raven did that with the Sandman. Raven made the idea before it became the norm to do a crucifixion angle. This skit had to be canceled in an action that could have changed the very history of pro wrestling. Kurt Angle could have been an ECW original or atleast become a fulltime pro wrestler years before his actual debut.
Raven beat a man for over three years before the so called heart and soul could defeat the arch nemesis.
Raven was the ultimate heel in ECW.
The only thing that comes close is Shane Douglas in sheer terms of heel importance.
Douglas threw away the NWA world title to form ECW. If this isn't a pure heat getter I have no idea what is.
Be it Don't Dream It.
Tim Curry from the Rocky Horror Picture Show