diff --git a/build/.goreleaser.yml b/build/.goreleaser.yml
deleted file mode 100644
index fc91ac734..000000000
--- a/build/.goreleaser.yml
+++ /dev/null
@@ -1,29 +0,0 @@
-# This is an example goreleaser.yaml file with some sane defaults.
-# Make sure to check the documentation at http://goreleaser.com
-project_name: kustomize
-builds:
-- main: ./cmd/kustomize
-  binary: kustomize
-  ldflags: -s -X k8s.io/kubectl/cmd/kustomize/version.kustomizeVersion={{.Version}} -X k8s.io/kubectl/cmd/kustomize/version.gitCommit={{.Commit}} -X k8s.io/kubectl/cmd/kustomize/version.buildDate={{.Date}}
-  goos:
-  - darwin
-  - linux
-  - windows
-  env:
-  - CGO_ENABLED=0
-archive:
-  wrap_in_directory: true
-checksum:
-  name_template: 'checksums.txt'
-snapshot:
-  name_template: "{{ .Tag }}-next"
-changelog:
-  sort: asc
-  filters:
-    exclude:
-    - '^docs:'
-    - '^test:'
-release:
-  github:
-    owner: droot
-    name: kubectl
diff --git a/build/README.md b/build/README.md
index 95ba60c79..411b9c752 100644
--- a/build/README.md
+++ b/build/README.md
@@ -1,16 +1,13 @@
-## Steps to run build locally
+## Overview
 
-Install container-builder-local from github and define GOOS, GOARCH, OUTPUT env
-variables and run following command
+This directory contains scripts and configruation files for publishing a
+`kustomize` release on [release page](https://github.com/kubernetes-sigs/kustomize/releases)
+
+## Steps to run build a release locally
+Install container-builder-local from [github](https://github.com/GoogleCloudPlatform/container-builder-local). 
 
 ```sh
-container-builder-local --config=cmd/kustomize/build/cloudbuild_local.yaml --dryrun=false --substitutions=_GOOS=$GOOS,_GOARCH=$GOARCH --write-workspace=$OUTPUT .
+container-builder-local --config=build/cloudbuild_local.yaml --dryrun=false --write-workspace=/tmp/w .
 ```
 
-## Steps to submit build to Google container builder
-
-You need to be at the repo level to be able to run the following command
-
-```
-gcloud container builds submit . --config=cmd/kustomize/build/cloudbuild.yaml --substitutions=_GOOS=$GOOS,_GOARCH=$GOARCH
-```
+You will find the build artifacts under `/tmp/w/dist` directory
diff --git a/build/build.sh b/build/build.sh
index 1ceba94cc..e438b89ad 100755
--- a/build/build.sh
+++ b/build/build.sh
@@ -23,20 +23,37 @@ set -x
 # - Use /go as the default GOPATH because this is what the image uses
 # - Link our current directory (containing the source code) to the package location in the GOPATH
 
-export PKG=k8s.io
-export REPO=kubectl
-export CMD=kustomize
+OWNER="kubernetes-sigs"
+REPO="kustomize"
 
-GO_PKG_OWNER=$GOPATH/src/$PKG
+GO_PKG_OWNER=$GOPATH/src/github.com/$OWNER
 GO_PKG_PATH=$GO_PKG_OWNER/$REPO
 
 mkdir -p $GO_PKG_OWNER
-ln -s $(pwd) $GO_PKG_PATH
+ln -sf $(pwd) $GO_PKG_PATH
 
 # When invoked in container builder, this script runs under /workspace which is
 # not under $GOPATH, so we need to `cd` to repo under GOPATH for it to build
 cd $GO_PKG_PATH
 
-/goreleaser release --config=cmd/$CMD/build/.goreleaser.yml --debug --rm-dist
-# --skip-validate
-# --snapshot --skip-publish
+
+# NOTE: if snapshot is enabled, release is not published to GitHub and the build
+# is available under workspace/dist directory.
+SNAPSHOT=""
+
+# parse commandline args copied from the link below
+# https://stackoverflow.com/questions/192249/how-do-i-parse-command-line-arguments-in-bash?utm_medium=organic&utm_source=google_rich_qa&utm_campaign=google_rich_qa
+
+while [[ $# -gt 0 ]]
+do
+key="$1"
+
+case $key in
+    --snapshot)
+    SNAPSHOT="--snapshot"
+    shift # past argument
+    ;;
+esac
+done
+
+/goreleaser release --config=build/goreleaser.yml --rm-dist --skip-validate ${SNAPSHOT}
diff --git a/build/cloudbuild.yaml b/build/cloudbuild.yaml
index 3df58ecd8..c843ecadb 100644
--- a/build/cloudbuild.yaml
+++ b/build/cloudbuild.yaml
@@ -14,10 +14,10 @@
 
 # TODO(droot): add instructions for running in production.
 steps:
-- name: "ubuntu"
-  args: ["mkdir", "-p", "/workspace/_output"]
+- name: "gcr.io/cloud-builders/git"
+  args: [fetch, --tags, --depth=100]
 - name: "gcr.io/kustomize-199618/golang_with_goreleaser:1.10-stretch"
-  args: ["bash", "cmd/kustomize/build/build.sh"]
+  args: ["bash", "build/build.sh"]
   secretEnv: ['GITHUB_TOKEN']
 secrets:
 - kmsKeyName: projects/kustomize-199618/locations/global/keyRings/github-tokens/cryptoKeys/gh-release-token
diff --git a/build/cloudbuild_local.yaml b/build/cloudbuild_local.yaml
index 6de58c4df..f1eb5bb2c 100644
--- a/build/cloudbuild_local.yaml
+++ b/build/cloudbuild_local.yaml
@@ -21,10 +21,8 @@
 # Release tar will be in $OUTPUT
 
 steps:
-- name: "ubuntu"
-  args: ["mkdir", "-p", "/workspace/_output"]
 - name: "gcr.io/kustomize-199618/golang_with_goreleaser:1.10-stretch"
-  args: ["bash", "cmd/kustomize/build/build.sh"]
+  args: ["bash", "build/build.sh", "--snapshot"]
   secretEnv: ['GITHUB_TOKEN']
 secrets:
 - kmsKeyName: projects/kustomize-199618/locations/global/keyRings/github-tokens/cryptoKeys/gh-release-token
diff --git a/build/goreleaser.yaml b/build/goreleaser.yaml
new file mode 100644
index 000000000..918e687b2
--- /dev/null
+++ b/build/goreleaser.yaml
@@ -0,0 +1,33 @@
+# This is an example goreleaser.yaml file with some sane defaults.
+# Make sure to check the documentation at http://goreleaser.com
+project_name: kustomize
+builds:
+- main: ./kustomize.go
+  binary: kustomize
+  ldflags: -s -X github.com/kubernetes-sigs/kustomize/version.kustomizeVersion={{.Version}} -X github.com/kubernetes-sigs/kustomize/version.gitCommit={{.Commit}} -X github.com/kubernetes-sigs/kustomize/version.buildDate={{.Date}}
+  goos:
+  - darwin
+  - linux
+  - windows
+  goarch:
+   - amd64
+  env:
+  - CGO_ENABLED=0
+checksum:
+  name_template: 'checksums.txt'
+archive:
+  format: binary
+snapshot:
+  name_template: "master"
+changelog:
+  sort: asc
+  filters:
+    exclude:
+    - '^docs:'
+    - '^test:'
+    - Merge pull request
+    - Merge branch
+release:
+  github:
+    owner: kubernetes-sigs
+    name: kustomize