Hi cmaker, welcome to the forum. Just so you'll know, the lift motor does NOT run during lowering. You simply open a valve to lower the top. The lift motor DOES run to raise the top however, it has to pump hydraulic fluid out of the reservoir to do this.
So, from your post, I'm guessing you are not hearing the motor run when you press the lift switch to up? Since it lowers, it would appear you have the Master switch in the correct position during these attempts. Do you hear a "click" when you push the Lift switch to the "up" position? If not, you possibly have a bad solenoid, or, it is not getting power. In the case of no "click", check for 12V power at the solenoid terminals when the Lift switch is activated using a multimeter. This is a 2-person job.
If the solenoid is getting power, it may be frozen. Replace it. If it's not getting power, you need to trace the wiring to find the fault. It could be nothing more than a bad ground.
Hope these thoughts help.
- Jack