A "Hollywood" Hogan type of heel. Thinks he's a superstar and the man and brags about what he's got and how big of an icon he is, but he'll still cheat and MAYBE even be cowardly. Appropriate considering Cena keeps getting compared to Hogan, right down to how well the heel turn might be received.
I see Cena giving a promo (when/if he ever does turn heel) about how he's had to put on a pretty face and character for the WWE all these years but he's finally sick of it and now is just gonna let loose and be who he really is. Just like Hogan saying his main motivation wasn't "taking your vitamins and saying your prayers" but rather the money was. If Cena's turn comes after his own kiddies get sick of him and turn against him just like Hogan's did, the comparision will be even more on point.