I attended MANY shows at FCW that Brad Maddox was on, even had him tear my tickets stubs, and seat me...so I think I'm pretty qualified to speak on his abilities after having witnessed them from the front row.
Brad is a wasted opportunity.
This pathetic corporate stooge gimmick they have him working is totally beneath him. I kind of equate it to what they've done to Miz, Brad's strong point as a character is a cocky, arrogant, heel. The best work of his career thus far was when he was feuding with Richie Steamboat. He cut some incredible promos about how he didn't have his daddy's help to get to where he is, he's actually good enough to be there, and proceeded to have both his and Richie's best matches.
I thought the way he was debuted in WWE was actually pretty interesting, and I liked the promo he gave about how he had been looked over so many times and when he was offered a position as a referee he would do anything he could to get to WWE, they were off to a good start....
but then, having him lose repeatedly and get destroyed by Ryback served no purpose. They made him look like he was insane (but even that could've been a gimmick) for wanting to keep trying to fight matches you knew he'd lose, but ultimately I think they just squandered good potential. Due to his size, it would have certainly been a huge uphill battle for him to ever get near the title but his charisma is certainly enough to do way more with him than they currently are. Why bother having a GM when the McMahons run the show anyway?
If I was booking Brad, right now, the way I'd turn his character is by having HHH try and "punish him" for some decision he makes, and have him go up against some impossible opponent like Big Show, have Brad get knocked out and then the Shield interfere, knock out Big Show, and get Brad the pin. Then when he comes to, he doesn't even know what happened just that he won. This could then start his arrogant streak that he beat a guy twice his size, and him telling HHH he can beat anyone, Hunter will think it's funny and throw him to the wolves but he'll end up winning again (this time clean) and he can start on a little mini-fluke win streak getting more cocky along the way, go from there. But that is how you get him back on track, doing his character the way he should be.