Preheat oven to 350 degrees. Spray a 9x13-inch pan with cooking spray.
Prepare white cake mix according to package directions.
In a separate bowl, combine cinnamon, graham cracker crumbs, butter, and brown sugar. Stir until combined and crumbly. Set aside a 1/2 cup cinnamon mixture in a separate bowl for topping on the frosting.
Pour half of the cake batter into the pan.
Sprinkle half of the remaining cinnamon mixture over the batter, then run a knife through it to swirl.
Repeat using the remaining cake batter and cinnamon mixture.
Bake according to the cake package directions.
Frosting: Beat together cream cheese, butter, and vanilla. Slowly add powdered sugar until desired consistency.
Spread frosting over cooled cake.
Sprinkle the reserved 1/2 cup of cinnamon mixture on top.