Stir together yeast, warm water, and 1 teaspoon of the granulated sugar in bowl of a stand mixer fitted with a paddle attachment. Let stand until foamy, about 5 minutes. Add eggs, milk, salt, 1 cup of the granulated sugar, 2 cups of the flour, and 1/2 cup of the butter to yeast mixture in bowl. Beat on low speed just until smooth, about 1 minute. Replace paddle attachment with dough hook attachment. Add 3 cups of the flour to mixture; beat on medium speed until dough is smooth but still sticky, about 5 minutes.

Dust a work surface with 1 cup of the flour. Turn dough out onto floured surface. Knead until elastic and just a little tacky to the touch, incorporating flour from work surface into dough and adding up to 1/3 cup additional flour as needed if dough is too sticky. Transfer to a large bowl lightly coated with cooking spray, turning once to grease top. Cover and let rise in a warm place (80°F) until roughly doubled in size, about 1 hour.

Stir together cinnamon, 1/2 cup of the orange marmalade, and remaining 1/4 cup granulated sugar and 1/2 cup butter in a small bowl until mostly smooth. Set aside.

Turn dough out onto a lightly floured work surface. Roll out to an 18- x 12-inch rectangle. Spread butter-marmalade mixture over surface, leaving a 1/2-inch border. Starting at 1 long end, roll up dough into a log. Cut crosswise into 15 pieces (about 1 1/4 inches thick each). Arrange rolls in a 13- x 9-inch baking pan lightly coated with cooking spray. Cover with plastic wrap; let rise in a warm place (80°F) until puffy and almost doubled in size, about 30 minutes.

Preheat oven to 350°F. Uncover rolls; gently brush with remaining 1/4 cup marmalade. Bake until golden brown, about 30 minutes. Let cool in pan on a wire rack 15 minutes.

Whisk together powdered sugar and orange zest and juice in a small bowl until smooth; drizzle over rolls. Serve warm or at room temperature.