I know you said WWF, But I'm going to say...
Triple H, Haitch is a 13 time world champion, he helped shape the attitude era, and also became one of the company's biggest stars during that period. The reason I picked Triple H is because on a political standpoint he had everything the WWE needed, He had the look of a champion due to his strong build. Now people can question if he was a good worker or not but he always put on decent matches. His matches with Michaels, Austin, Rock, Undertaker are some of my all time favourites.
Triple H was good on the mic, and could play a arrogant heel brilliantly, and due to Triple H been a main-eventer for such a long period of time he was always a marketable superstar for the E'