In the stock configuration, under hard use, the rear drum brake can see up to several hundred ft-lbs of braking torque, which is resolved thru the brake stay, at half that torque arm, resulting in upwards of about a thousand pounds of tension in the brake stay. With the brake lever down, the brake actuating rod helps to unload that brake stay tension, by up to a couple hundred pounds.
With the brake lever pointing up, brake actuating rod tension adds to the brake backing plate stopping torque, adding to the tension in the brake stay. Not the better way.
When the brake lever rotates the brake cam, the shoes are expanded, but one shoe receives this expansion force from the outside of the cam/shoe contact area, the other shoe receives it from the inside. A very subtle difference in shoe force and spread travel result.
Most brake cams have a simple rectangular rounded-end profile. Some have a slightly modified profile that makes the shoes expand equally. Don't know about your particular model, but you may want to see if yours has this modified profile. If so, operating the brake lever in reverse direction may produce a shoe spreading imbalance and reduced braking action.
A lot of folks run the brake lever pointing up, or in strange directions. Just want to help you to understand the mechanism and its loadings...