Begin by slicing the vanilla sponge cake or pound cake into ¼-inch thick rectangles. Lay these slices flat on plastic wrap or parchment paper.

In a mixing bowl, combine the cold heavy whipping cream, powdered sugar, and vanilla extract. Beat on medium speed until stiff peaks form (about 3 to 5 minutes). Mix in cream cheese if using.

Spread a thin layer of strawberry jam over each slice of cake, leaving a small margin at the edges. Add a generous dollop of whipped cream and arrange thin slices of fresh strawberries along one edge.

Carefully roll the cake starting from the edge with the strawberries. Use plastic wrap to help guide and tighten the roll. Wrap tightly and refrigerate for at least 1 hour.

After chilling, remove the roll and unwrap it. Cut into 1-inch pieces and arrange on a serving dish. Garnish with extra strawberry slices and powdered sugar.