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Preheat oven to 350 degrees. Spray a 9x9 inch square pan with non-stick cooking spray.
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In large bowl, whisk together flour, baking soda, baking powder, and salt.
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Grate 2 sticks of cold butter with a cheese grater. Toss with flour mixture.
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Add lightly beaten egg and buttermilk to the butter/flour mixture and mix until just combined.
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Turn dough out on a lightly floured surface and knead just until dough comes together.
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Roll dough out into a large rectangle, about ¼ thick.
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Spread softened butter over dough and sprinkle with brown sugar and cinnamon.
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Beginning with the side closest to you, role up dough and pinch edge together to seal.
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Cut into 9-12 slices and place in prepared pan.
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Bake for 12-15 minutes or until tops begin to golden.