Security awareness campaigns in organizations now collectively cost billions of dollars annually. There is increasing focus on ensuring certain security behaviors among employees. On the surface, this would imply a user-centered view of security in organizations. Despite this, the basis of what security awareness managers do and what decides this are unclear. We conducted n=15 semi-structured interviews with full-time security awareness managers, with experience across various national and international companies in European countries, with thousands of employees. Through thematic analysis, there are a range of restrictions, and mismatched drivers and goals for security awareness, affecting how it is structured, delivered, measured, and improved. We find that security awareness as a practice is underspecified, and split between messaging around secure behaviors and connecting to employees, with a lack of recognition for the measures that awareness managers regard as important. We discuss ways forward, including alternative indicators of success, and security usability advocacy for employees.