Add all dough ingredients to the bowl of a stand mixer fitted with the dough hook. Mix on low for 1 minute to combine, then increase to medium speed and knead for 5 minutes until the dough pulls away from the hook when stretched. It will still be sticky, and that is okay.

Lightly oil a large bowl. Shape the dough into a ball, place in the bowl, and turn to coat. Cover with plastic wrap and let rise in a warm place for 1½–2 hours until doubled.

While the dough rises, combine the light brown sugar, cinnamon, pumpkin spice mix, and butter in a medium bowl. Mash together with the back of a wooden spoon until spreadable. Set aside at room temperature.

Generously butter a 9x13-inch baking dish.

Turn the dough out onto a lightly floured surface and gently shape into a rough rectangle, long side facing you. Roll with a rolling pin into an approximately 18x13-inch rectangle, adding flour as needed.

Spread the filling over the dough, leaving a ½-inch gap along one long edge. Starting at the opposite long edge, roll the dough tightly around the filling. Stop about 2 inches from the end, pull the clear edge of dough up and over the top of the log, and pinch to seal.

Slice the log into 12 pieces using a serrated knife. Arrange cut side up in the buttered dish, staggering as you go. Scoop any filling that escaped and dollop it over any rolls that look light.

Cover with plastic wrap and proof for 30 minutes at room temperature. Preheat the oven to 350°F (no fan) while the rolls proof.

Bake for 25–35 minutes until a toothpick inserted into the center roll comes out clean or the internal temperature reads 185°F. A tighter 9x13 pan will need closer to 35 minutes; a roomier baking dish will be done around 25 minutes.

Let the rolls cool about 90% before frosting.

In a small bowl, stir together the cream cheese, butter, vanilla, salt, and powdered sugar with a silicone spatula until smooth. Loosen with 1–2 teaspoons milk if needed. Spread over the cooled rolls and serve.