Brush 9-inch square cake pan with 1 tablespoon melted butter.
Whisk flour, sugar, baking powder, baking soda, and salt together in a large bowl.
Whisk buttermilk and 2 tablespoons melted butter together in a small bowl.
Add liquid to dry ingredients and stir with a wooden spoon until liquid is absorbed (dough will look stringy), about 30 seconds.
Transfer dough to a lightly floured counter and knead until smooth.
Pat dough into 12 by 9-inch rectangle. Brush dough with 2 tablespoons melted butter. Sprinkle evenly with filling, leaving ½-border around edges of the dough. Press filling into the dough.
Starting at the long side roll like a log and pinch and seal ends.
Cut the log into 8 equal pieces.
Place one roll in the center of the pan and then place the other around the perimeter.
Brush the tops of rolls with the remaining 2 tablespoons of melted butter.
Bake until edges are golden brown, about 23-25 minutes.
Let rolls cool for 5 minutes before icing.