Combine the flour, potato flake starter, pumpkin puree, and granulated sugar in a large bowl. It can be easily mixed with a stand mixer and paddle attachment, or by hand. Mix until smooth scraping the sides of the bowl to make sure all ingredients are incorporated. Cover with plastic wrap, and let it rest in a warm place. This bulk fermentation should last for at least 8-12 hours, or up to 24 hours if you want a stronger sourdough flavor.
The next day (8-24 hours after mixing), preheat your oven to 375°F. Prepare a sheet pan (18x13-inch) with nonstick baking spray, then line the bottom with parchment paper, spraying the paper to ensure an easy release once baked. Although parchment paper typically releases easily, it is crucial to spray the parchment to prevent sticking and allow for a perfect roll.
To the fermented cake mixture, add salt, eggs, vanilla extract, pumpkin pie spice, and cinnamon. Using a stand mixer with a paddle attachment, blend these ingredients together on low speed until smooth.
Add the leavening agents, baking powder, and baking soda, using a fine mesh sifter to sprinkle them evenly. This prevents clumps, ensuring a consistent rise during baking and no clumps of baking soda in the cake.
Spread the batter evenly across the prepared baking pan. Bake for 14-15 minutes until the top of the cake springs back when lightly poked.
While the cake bakes, lay a clean kitchen towel flat on your work surface and sprinkle it generously with powdered sugar. The powdered sugar prevents the cake from sticking to the towel. Once the cake is baked, immediately invert it onto the powdered sugar-covered towel, peel off the parchment paper, and discard. Starting at one end, carefully roll the cake up in the towel, creating a log shape, then let it rest, seam-side down, to cool completely. This rolling method helps prevent cracking by setting the cake’s shape while it's warm.
In the bowl of a stand mixer, beat the softened cream cheese and butter on medium speed until smooth. Gradually add the powdered sugar, vanilla extract, and cinnamon, and increase the speed to medium-high for about 20 seconds to create a fluffy, sweet cream cheese icing.
Once the cake has cooled (around 2 hours), carefully unroll it. Spread an even layer of frosting over the surface using an offset spatula, then roll it back up without the towel. Transfer the cake roll to a serving platter, cover it with plastic wrap, and chill for at least 2 hours or up to overnight. This helps set the frosting and keeps the cake firm for slicing.
Just before serving, lightly dust the roll with powdered sugar for an elegant finish. Slice and enjoy the rich, spiced flavors of the cake combined with the creamy, tangy frosting!