In a small bowl, combine warm milk, granulated sugar, and active dry yeast. Allow to sit for 5-10 minutes until frothy.

In a large mixing bowl, whisk together melted butter, salt, and eggs. Add the yeast mixture and mix well, then gradually add flour until dough is elastic.

Transfer dough to a greased bowl, cover, and let rise for about 1 hour until doubled.

Prepare filling by creaming together softened butter, granulated sugar, and ground cinnamon. Mix cream cheese, powdered sugar, and vanilla until creamy.

Roll out risen dough into a rectangle about 16x12 inches on a floured surface.

Spread cinnamon filling evenly over dough, then add cream cheese mixture and top with diced strawberries.

Roll the dough tightly into a log and slice into 12 equal pieces.

Place sliced rolls in a greased baking dish and let rise for an additional 30 minutes.

Preheat oven to 350°F (175°C) and bake rolls for 25-30 minutes until golden brown.

Prepare the glaze by whisking together powdered sugar, milk, and vanilla, adding jam if desired.

Drizzle glaze over warm rolls before serving.