Reproduction steps:
1. Open the “ReproProject“ project
2. Open the “Assets/Scenes/SampleScene“ scene
3. Enter Play Mode
4. Press the “M“ key on the keyboard
5. Observe the Game View
6. Build and run the project (File > Build And Run)
7. Repeat steps 4 and 5

Expected result: The square is red
Actual result: The square remains white

Reproducible with: 2022.3.12f1, 2022.3.14f1
Not reproducible with: 2021.3.33f1, 2022.3.11f1, 2023.2.3f1, 2023.3.0a17
Fixed in: 2022.3.15f1

Reproducible on: Windows 11 Pro (22H2)
Not reproducible on: No other environment tested

Note: Calling Tilemap.SetTile() from Start() works as expected