Stir the granulated sugar and cinnamon together in a shallow bowl; set aside.
Beat cream cheese, powdered sugar, vanilla, salt, and lemon zest until smooth and fluffy.
Fold in the diced strawberries gently to keep their shape.
Warm tortillas in a dry skillet 15–20 seconds per side until pliable.
Spread about 3 tbsp filling over each warm tortilla, leaving a small border. Roll up tightly, seam-side down.
Brush the outside of the roll-ups with melted butter.
Toast in a nonstick skillet over medium heat, turning often, until golden and heated through, 5–7 minutes.
Roll the hot roll-ups in the cinnamon sugar to coat. Slice and serve right away.