Preheat the oven to 350°F. Grease a 15x10-inch jelly roll pan and line it with parchment paper.
In a medium bowl, whisk together the flour, baking powder, and salt.
In a large bowl, beat the eggs and granulated sugar together until thick and pale, about 5 minutes.
Stir in the vanilla extract and milk.
Gradually add the flour mixture, mixing until just combined.
Pour the batter into the prepared pan and spread it evenly.
Bake for 12-15 minutes or until the cake springs back when lightly touched.
While the cake is baking, prepare a clean kitchen towel by dusting it with powdered sugar.
Once the cake is done, immediately invert it onto the prepared towel.
Carefully peel off the parchment paper and roll the cake up in the towel, starting from the short end. Let it cool completely.
In a medium bowl, beat the softened cream cheese and powdered sugar until smooth.
Add the heavy whipping cream and vanilla extract, then beat until stiff peaks form.
Unroll the cooled cake and spread the cream cheese mixture evenly over the surface.
Spoon the cherry pie filling over the cream cheese layer.
Roll the cake back up tightly, using the towel to help.
Wrap in plastic wrap and refrigerate for at least 2 hours before slicing.