Heat oven to 375°F. In small bowl, beat cream cheese and brown sugar with electric mixer on medium speed until light and fluffy. Stir in orange juice; mix well and set aside.
If using crescent rolls: Unroll dough onto cookie sheet; press into 13x7-inch rectangle, firmly pressing perforations to seal. If using dough sheet: Unroll dough onto cookie sheet; press into 13x7-inch rectangle.
Spoon cream cheese mixture lengthwise down center 1/3 of rectangle. Top cream cheese with jam and spread it to cover cream cheese.
On each long side of dough rectangle, make angled cuts 1 inch apart to edge of filling. Fold opposite strips of dough over filling and cross in center to form a braided appearance; seal ends.
Bake 18 to 22 minutes or until golden brown. Remove from cookie sheet to cooling rack. Cool completely, about 30 minutes.
In small bowl, mix powdered sugar, orange juice and vanilla until smooth; drizzle over coffee cake.