Lightly grease a 13x9 inch pan, casserole pan, etc., and set aside.
There are a few ways you can roll the dough.
1) Cut the dough into strips, then roll: On a lightly floured surface, roll the dough out into an 18x12 inch rectangle. Spread the filling into an even and smooth layer across the rolled out dough. Using a pizza cutter or sharp knife, cut the rolled dough in half lengthwise, creating two 9x12 inch segments. Then, halve each segment again lengthwise, resulting in four segments. Next, cut those four segments into thirds, yielding 12 strips. Roll up each strip individually and arrange them in your pan.
2) Roll the dough into a log, then cut with floss: On a lightly floured surface, roll the dough out into a 20x12 inch rectangle. Spread the filling into an even and smooth layer across the rolled out dough. Gently roll the dough into a tight log, starting from the long side. Pinch the dough to close the log. To cut: place a piece of floss under the log with the ends coming up on the sides, then cross the floss over the dough and pull to cut it. Trim an inch off of each end, so now you have an 18 inch log. Divide the log in half, and then cut those two halves in half to create four segments. Finally, cut each of the four segments into thirds, resulting in 12 rolls. Arrange the rolls in your pan. See pictures in post for reference.
Cover and let rise in a warm environment for 45-60 minutes. When the dough has 15ish minutes left to rise, preheat your oven to 350F. Then, in a small bowl, gently whisk together one egg and two tablespoons of heavy cream for an egg wash.
Press your finger into a roll - if it bounces back immediately, it needs more rest. If it doesn’t bounce back at all, it is over-proofed and should be baked immediately. If it bounces back slowly, it’s ready to be baked.
Once ready, brush the rolls with the egg wash, then bake for 25-28 minutes. The tops should be lightly golden brown.