In a saucepan over medium heat, combine fresh or frozen strawberries with granulated sugar and a splash of lemon juice. Simmer for about 10-15 minutes until thickened, stirring occasionally. Blend until smooth and chill in the refrigerator.

In a large mixing bowl, whisk together all-purpose flour, granulated sugar, active dry yeast, and salt until combined. Slowly pour in warm milk, egg, and melted butter, mixing until a shaggy dough forms. Knead for 8-10 minutes.

Place the dough in a greased bowl, cover, and let it rise for about 60 minutes or until doubled in size.

After rising, punch down the dough and roll it out into a 12x18 inch rectangle. Spread the cooled strawberry filling evenly over the dough and roll it tightly. Cut into 1.5 inch pieces.

Place the sliced rolls in a greased baking dish and cover. Let them rise for an additional 30-45 minutes.

Preheat the oven to 350°F (180°C) and bake the rolls for 20-25 minutes until golden brown.

In a medium bowl, beat cream cheese and softened butter until smooth. Gradually mix in powdered sugar and vanilla until well combined.

Drizzle the cream cheese glaze over warm rolls and serve immediately.