In a small bowl, combine lukewarm whole milk with active dry yeast and a pinch of sugar. Stir and let stand for about 10 minutes until frothy.

In a stand mixer, combine eggs, melted butter, and proofed yeast mixture. Gradually add flour, sugar, and salt, mixing until a dough forms. Knead for 5 minutes.

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

In a saucepan, combine fresh strawberries, sugar, and lemon juice over medium heat. Simmer, mash berries, then stir in cornstarch slurry. Cook until thickened and cool completely.

Punch down the dough and roll it out into a rectangle. Spread cooled strawberry jam, cut into strips, roll each strip into spirals, and place in a greased baking dish. Cover and let rise again for 30-45 minutes.

Preheat the oven to 350°F. Bake rolls for 25-30 minutes until golden brown.

Prepare icing by beating cream cheese, powdered sugar, and lemon zest together until smooth. Stir in milk for consistency.