In a bowl, whisk orange juice, lime juice, garlic, soy sauce, cumin, chili powder, pepper, salt, and oil. Add steak and coat well. Marinate 30 minutes to 2 hours in the fridge.
Heat grill pan or skillet over high heat until very hot. Remove steak from marinade, pat dry. Sear 4 minutes per side for medium-rare (internal temp 135°F). Rest 5 minutes, then slice thinly against the grain.
In the same pan over medium heat, toast roll halves cut-side down for 2 minutes until golden and crisp.
Spread refried beans on bottom halves of rolls. Spread mashed avocado on top halves.
On bottom halves: layer sliced steak, queso fresco, tomato slices, onion, jalapeños, and cilantro. Drizzle crema on top.
Close with top halves. Press gently. Slice in half if desired. Serve immediately.