Massaging the tire with low pressure didn't get the bead to pop up. I tried multiple times & pressures.

I wiped some lube on the outer surfaces of the rim tape and that did the trick - seated fully @ 90 psi. I used some o-ring lube, so it's rubber safe and should last. Only downside I see is that it might contaminate the rubber preventing a patch from sticking later on. I don't use quick patches on the road, only patches with vulcanizing cement at home, and should be able to clean the tube with some kind of solvent at the puncture before patching.