In a mixing bowl, combine warm milk, sugar, and active dry yeast. Let sit for 5-10 minutes until frothy.

Once activated, add melted butter, salt, and eggs. Gradually stir in flour until combined.

Transfer dough to a greased bowl, cover, and let rise in a warm area until doubled in size, about 1 hour.

Prepare the filling by mixing softened butter, sugar, and cinnamon in one bowl, and blending cream cheese, powdered sugar, and vanilla in another.

After dough has risen, roll it out on a floured surface into a 16x12 inch rectangle. Spread the cinnamon mixture, cream cheese mixture, and top with diced strawberries.

Roll the dough tightly from the long side into a log and cut into 12 equal slices.

Place sliced rolls in a greased baking dish, cover, and let rise again for 30 minutes.

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

Prepare glaze by mixing powdered sugar, milk, and vanilla until smooth; stir in strawberry jam if desired.

Drizzle glaze over warm rolls as soon as they come out of the oven.