mounting a cifs share for writing

I think I'm missing something obvious

I have a NAS (WD MyCloud Home). I can read and write to it from windows with no issues

I can mount it in ubuntu server using this command:

sudo mount -t cifs -o username=USER,password=PASS //192.168.86.249/media /media/cifs/

I can read these files with any accountI can write to this mount as rootI can't write to the account as any other user

I've tryied chmod 777 on /media/cifs/ but that doesn't change any of the permissionsI've also tried chown to change ownership to another user and group. it won't take any changes

when I do ls -l I get this:

drwxr-xr-x 2 root root    0 Oct 10 23:46 cifsdrwxr-xr-x 2 root root 4096 Oct  6 03:03 nasdrwxr-xr-x 2 root root 4096 Oct  6 16:27 zfs

if I unmount /media/cifs I am able to change the permissions and the owners but when I mount again it reverts the changes to root being the owner and permissions being drwxr-xr-x

Any suggestions welcome