Preheat oven to 375°F (190°C) and line a baking sheet with parchment paper.

Combine sliced strawberries with granulated sugar and lemon juice. Let sit 10 minutes.

Roll out puff pastry on a lightly floured surface, brush with melted butter, and sprinkle crushed shortcake cookies.

Spread strawberries evenly on pastry, leaving a 1-inch border.

Carefully roll pastry into a log and seal edges. Transfer to baking sheet.

Brush top with butter and bake 25–30 minutes until golden. Cool on a wire rack.

Whip heavy cream, powdered sugar, and vanilla until soft peaks form. Fold in cream cheese if desired.

Slice roll, pipe or spread whipped cream, garnish with strawberries, and dust with powdered sugar.