diff --git a/.gitignore b/.gitignore
index 9994b7a7a..d21f79f8c 100644
--- a/.gitignore
+++ b/.gitignore
@@ -1,6 +1,6 @@
 /.vscode/
 /.work
-/.download
+/.cache
 /.idea
 
 /bin
diff --git a/Jenkinsfile b/Jenkinsfile
index 01cdd37b2..29e951a2a 100644
--- a/Jenkinsfile
+++ b/Jenkinsfile
@@ -1,69 +1,56 @@
 // Rook build for Jenkins Pipelines
 
-try {
-    node("ec2-stateful") {
+pipeline {
+    agent { label 'ec2-stateful' }
 
-        stage('Checkout') {
-            checkout scm
-        }
+    options {
+        timeout(time: 1, unit: 'HOURS')
+        timestamps()
+    }
 
-        withEnv(["DOWNLOADDIR=${env.HOME}/.download", "CHANNEL=${env.BRANCH_NAME}"]) {
+    environment {
+        PRUNE_HOURS = 48
+        PRUNE_KEEP = 48
+    }
 
-            stage('Build') {
-                sh 'build/run make -j\$(nproc) release'
+    stages {
+        stage('Build') {
+            steps {
+                sh 'build/run make -j\$(nproc) build.all'
             }
-
-            stage('Tests') {
+        }
+        stage('Unit Tests') {
+            steps {
                 sh 'build/run make -j\$(nproc) check'
             }
-
-           stage('E2E') {
-                def exists = fileExists 'release/version'
-
-                if (!exists) {
-                    error('The file release/version does not exist')
-                }
-
-                def rook_tag = readFile (file: 'release/version', encoding : 'utf-8').trim()
-
-                if (rook_tag == '') {
-                    error('Failed to get rook_tag from version file')
-                }
-
-                echo 'Rook Tag is ' + rook_tag
-
-                sh "e2e/scripts/smoke_test.sh ${rook_tag} Kubernetes v1.6"
-
-                junit 'e2e/results/*.xml'
-            }
-
-            stage('Publish') {
-                withCredentials([
-                    [$class: 'UsernamePasswordMultiBinding', credentialsId: 'rook-quay-io', usernameVariable: 'DOCKER_USER', passwordVariable: 'DOCKER_PASSWORD'],
-                    [$class: 'UsernamePasswordMultiBinding', credentialsId: 'rook-jenkins-aws', usernameVariable: 'AWS_ACCESS_KEY_ID', passwordVariable: 'AWS_SECRET_ACCESS_KEY'],
-                    [$class: 'StringBinding', credentialsId: 'quantumbuild-token', variable: 'GITHUB_TOKEN']
-                ]) {
-                    sh 'docker login -u="${DOCKER_USER}" -p="${DOCKER_PASSWORD}" quay.io'
-                    sh 'build/run make -j\$(nproc) publish'
+        }
+        stage('Publish') {
+            when {
+                anyOf {
+                    branch 'master'
+                    branch 'release-*'
                 }
             }
-
-            stage('Cleanup') {
-                sh 'make clean'
-                sh 'make prune PRUNE_KEEP_CACHED=48 PRUNE_KEEP_ORPHANS=48'
-                deleteDir()
+            environment {
+                DOCKER = credentials('rook-docker-hub')
+                QUAY = credentials('rook-quay-io')
+                AWS = credentials('rook-jenkins-aws')
             }
+            steps {
+                sh 'docker login -u="${DOCKER_USR}" -p="${DOCKER_PSW}"'
+                sh 'docker login -u="${QUAY_USR}" -p="${QUAY_PSW}" quay.io'
+                sh 'build/run make -C build/release -j\$(nproc)'
+                sh 'build/run make -C build/release -j\$(nproc) publish'
+            }
+        }
+
+    }
+
+    post {
+        always {
+            sh 'make clean'
+            sh 'make prune'
+            deleteDir()
         }
     }
 }
-catch (Exception e) {
-    echo 'Failure encountered'
-
-    node("ec2-stateful") {
-        sh 'make clean'
-        sh 'make prune PRUNE_KEEP_CACHED=48 PRUNE_KEEP_ORPHANS=48'
-        deleteDir()
-    }
-
-    exit 1
-}
diff --git a/Makefile b/Makefile
index 6f7690de2..3292b3ef2 100644
--- a/Makefile
+++ b/Makefile
@@ -12,15 +12,11 @@
 # See the License for the specific language governing permissions and
 # limitations under the License.
 
-# remove default suffixes as we dont use them
-.SUFFIXES:
+include build/makelib/common.mk
 
-# set the shell to bash in case some environments use sh
 .PHONY: all
 all: build
 
-include build/makelib/common.mk
-
 # ====================================================================================
 # Build Options
 
@@ -49,30 +45,10 @@ ifeq ($(DEBUG),0)
 LDFLAGS += -s -w
 endif
 
-# the working directory to store packages and intermediate build files
-ifeq ($(origin WORKDIR), undefined)
-WORKDIR := $(abspath .work)
-endif
-ifeq ($(origin DOWNLOADDIR), undefined)
-DOWNLOADDIR := $(abspath .download)
-endif
-
-# bin and relase dirs
-ifeq ($(origin BIN_DIR),undefined)
-BIN_DIR := $(abspath bin)
-endif
-ifeq ($(origin RELEASE_DIR), undefined)
-RELEASE_DIR := $(abspath release)
-endif
-
-# platforms where we only build client bits
-CLIENT_PLATFORMS ?= darwin_amd64 windows_amd64
-
-# platforms for which we client and server bits.
-SERVER_PLATFORMS ?= linux_arm linux_amd64 linux_arm64
-
-# the platforms to build
-PLATFORMS ?= $(SERVER_PLATFORMS) $(CLIENT_PLATFORMS)
+# platforms
+PLATFORMS ?= $(ALL_PLATFORMS)
+SERVER_PLATFORMS := $(filter linux_%,$(PLATFORMS))
+CLIENT_PLATFORMS := $(filter-out linux_%,$(PLATFORMS))
 
 # client projects that we build on all platforms
 CLIENT_PACKAGES = $(GO_PROJECT)/cmd/rookctl
@@ -83,24 +59,16 @@ SERVER_PACKAGES = $(GO_PROJECT)/cmd/rook
 # the root go project
 GO_PROJECT=github.com/rook/rook
 
-# set the version number. you should not need to do this
-# for the majority of scenarios.
-ifeq ($(origin VERSION), undefined)
-VERSION := $(shell git describe --dirty --always --tags)
-endif
 LDFLAGS += -X $(GO_PROJECT)/pkg/version.Version=$(VERSION)
 
-# the release channel. Can be set to master, alpha, beta or stable
-CHANNEL ?=
-
 # ====================================================================================
 # Setup Go projects
 
 GO_STATIC_PACKAGES=
-ifneq ($(filter $(GOOS)_$(GOARCH),$(CLIENT_PLATFORMS) $(SERVER_PLATFORMS)),)
+ifneq ($(filter $(PLATFORM),$(CLIENT_PLATFORMS) $(SERVER_PLATFORMS)),)
 GO_STATIC_PACKAGES += $(CLIENT_PACKAGES)
 endif
-ifneq ($(filter $(GOOS)_$(GOARCH),$(SERVER_PLATFORMS)),)
+ifneq ($(filter $(PLATFORM),$(SERVER_PLATFORMS)),)
 GO_STATIC_PACKAGES += $(SERVER_PACKAGES)
 endif
 
@@ -108,22 +76,8 @@ GO_BUILDFLAGS=$(BUILDFLAGS)
 GO_LDFLAGS=$(LDFLAGS)
 GO_TAGS=$(TAGS)
 
-GO_BIN_DIR = $(BIN_DIR)
-GO_WORK_DIR ?= $(WORKDIR)
-GO_TOOLS_DIR ?= $(DOWNLOADDIR)/tools
-GO_PKG_DIR ?= $(WORKDIR)/pkg
-
 include build/makelib/golang.mk
 
-# ====================================================================================
-# Setup Distribution
-
-RELEASE_VERSION=$(VERSION)
-RELEASE_CHANNEL=$(CHANNEL)
-RELEASE_BIN_DIR=$(BIN_DIR)
-RELEASE_PLATFORMS=$(PLATFORMS)
-include build/makelib/release.mk
-
 # ====================================================================================
 # Targets
 
@@ -168,36 +122,18 @@ fmt:
 
 vendor: go.vendor
 
-clean: go.clean
-	@rm -fr $(WORKDIR) $(RELEASE_DIR) $(BIN_DIR)
-	@$(MAKE) release.cleanup
+clean:
+	@rm -fr $(BIN_DIR)
 	@$(MAKE) -C images clean
 
 distclean: go.distclean clean
-	@rm -fr $(DOWNLOADDIR)
-
-release: build.all
-	@$(MAKE) release.build
-
-publish:
-ifneq ($(filter master alpha beta stable, $(CHANNEL)),)
-	@$(MAKE) release.publish
-else
-	@echo skipping publish. invalid channel "$(CHANNEL)"
-endif
-
-promote:
-ifneq ($(filter master alpha beta stable, $(CHANNEL)),)
-	@$(MAKE) release.promote
-else
-	@echo skipping promote. invalid channel "$(CHANNEL)"
-endif
+	@rm -fr $(CACHE_DIR)
 
 prune:
 	@$(MAKE) -C images prune
 
-.PHONY: build.common cross.build.parallel
-.PHONY: build build.all install test check vet fmt vendor clean distclean release publish promote prune
+.PHONY: all build.common cross.build.parallel
+.PHONY: build build.all install test check vet fmt vendor clean distclean prune
 
 # ====================================================================================
 # Help
@@ -223,28 +159,17 @@ help:
 	@echo '    vendor      Installs vendor dependencies.'
 	@echo '    vet         Runs lint checks on go sources.'
 	@echo ''
-	@echo 'Release Targets:'
-	@echo '    release     Builds all release artifacts including'
-	@echo '                container images for all platforms.'
-	@echo '    publish     Publishes all release artifacts to'
-	@echo '                appropriate public repositories.'
-	@echo '    promote     Promotes a published release to a'
-	@echo '                release channel.'
-	@echo ''
 	@echo 'Options:'
 	@echo '    DEBUG        Whether to generate debug symbols. Default is 0.'
-	@echo '    GOARCH       The arch to build.'
-	@echo '    GOOS         The OS to build for.'
+	@echo '    PLATFORM     The platform to build.'
 	@echo '    VERSION      The version information compiled into binaries.'
 	@echo '                 The default is obtained from git.'
 	@echo '    V            Set to 1 enable verbose build. Default is 0.'
 	@echo ''
 	@echo 'Advanced Options:'
-	@echo '    CHANNEL      Sets the release channel. Can be set to master,'
-	@echo '                 alpha, beta, or stable. Default is not set.'
-	@echo '    DOWNLOADDIR  A directory where downloaded files and other'
+	@echo '    CACHE_DIR    A directory where downloaded files and other'
 	@echo '                 files used during the build are cached. These'
 	@echo '                 files help speedup the build by avoiding network'
 	@echo '                 transfers. Its safe to use these files across builds.'
-	@echo '    WORKDIR      The working directory where most build files'
+	@echo '    WORK_DIR     The working directory where most build files'
 	@echo '                 are stored. The default is .work'
diff --git a/build/makelib/common.mk b/build/makelib/common.mk
index 2c0ae58a1..2e73e94a3 100644
--- a/build/makelib/common.mk
+++ b/build/makelib/common.mk
@@ -12,45 +12,56 @@
 # See the License for the specific language governing permissions and
 # limitations under the License.
 
-# Optional OS and ARCH to build
-ifeq ($(origin GOOS), undefined)
-GOOS := $(shell go env GOOS)
-endif
+# remove default suffixes as we dont use them
+.SUFFIXES:
 
-ifeq ($(origin GOARCH), undefined)
+ifeq ($(origin PLATFORM), undefined)
+GOOS := $(shell go env GOOS)
 GOARCH := $(shell go env GOARCH)
+PLATFORM := $(GOOS)_$(GOARCH)
+else
+GOOS := $(word 1, $(subst _, ,$(PLATFORM)))
+GOARCH := $(word 2, $(subst _, ,$(PLATFORM)))
 endif
 
 GOHOSTOS := $(shell go env GOHOSTOS)
 GOHOSTARCH := $(shell go env GOHOSTARCH)
+HOST_PLATFORM := $(shell go env GOHOSTOS)_$(shell go env GOHOSTARCH)
 
-# set cross compile options
-ifeq ($(GOOS)_$(GOARCH),linux_amd64)
+ALL_PLATFORMS ?= darwin_amd64 windows_amd64 linux_arm linux_amd64 linux_arm64
+
+ifeq ($(PLATFORM),linux_amd64)
 CROSS_TRIPLE = x86_64-linux-gnu
 DEBIAN_ARCH = amd64
 endif
-ifeq ($(GOOS)_$(GOARCH),linux_arm)
+ifeq ($(PLATFORM),linux_arm)
 GOARM=7
 DEBIAN_ARCH = armhf
 CROSS_TRIPLE = arm-linux-gnueabihf
 endif
-ifeq ($(GOOS)_$(GOARCH),linux_arm64)
+ifeq ($(PLATFORM),linux_arm64)
 DEBIAN_ARCH = arm64
 CROSS_TRIPLE = aarch64-linux-gnu
 endif
-ifeq ($(GOOS)_$(GOARCH),darwin_amd64)
+ifeq ($(PLATFORM),darwin_amd64)
 CROSS_TRIPLE=x86_64-apple-darwin15
 endif
-ifeq ($(GOOS)_$(GOARCH),windows_amd64)
+ifeq ($(PLATFORM),windows_amd64)
 CROSS_TRIPLE=x86_64-w64-mingw32
 endif
 
-ifneq ($(GOOS)_$(GOARCH),$(GOHOSTOS)_$(GOHOSTARCH))
+ifneq ($(PLATFORM),$(HOST_PLATFORM))
 CC := $(CROSS_TRIPLE)-gcc
 CXX := $(CROSS_TRIPLE)-g++
 export CC CXX
 endif
 
+# set the version number. you should not need to do this
+# for the majority of scenarios.
+ifeq ($(origin VERSION), undefined)
+VERSION := $(shell git describe --dirty --always --tags)
+endif
+
 # a registry that is scoped to the current build tree on this host
 ifeq ($(origin BUILD_REGISTRY), undefined)
 HOSTNAME := $(shell hostname)
@@ -58,3 +69,22 @@ SELFDIR := $(dir $(lastword $(MAKEFILE_LIST)))
 ROOTDIR := $(shell cd $(SELFDIR)/../.. && pwd -P)
 BUILD_REGISTRY := build-$(shell echo $(HOSTNAME)-$(ROOTDIR) | shasum -a 256 | cut -c1-8)
 endif
+
+# include the common make file
+COMMON_SELF_DIR := $(dir $(lastword $(MAKEFILE_LIST)))
+
+ifeq ($(origin BIN_DIR),undefined)
+BIN_DIR := $(abspath $(COMMON_SELF_DIR)/../../bin)
+endif
+ifeq ($(origin WORK_DIR), undefined)
+WORK_DIR := $(abspath $(COMMON_SELF_DIR)/../../.work)
+endif
+ifeq ($(origin CACHE_DIR), undefined)
+CACHE_DIR := $(abspath $(COMMON_SELF_DIR)/../../.cache)
+endif
+TOOLS_DIR := $(CACHE_DIR)/tools
+TOOLS_HOST_DIR := $(TOOLS_DIR)/$(HOST_PLATFORM)
+
+COMMA := ,
+SPACE :=
+SPACE +=
\ No newline at end of file
diff --git a/build/makelib/golang.mk b/build/makelib/golang.mk
index 83f92562e..3f9c898a2 100644
--- a/build/makelib/golang.mk
+++ b/build/makelib/golang.mk
@@ -17,7 +17,7 @@
 #
 
 ifeq ($(GO_PROJECT),)
-$(error the variable $$GO_PROJECT must be set prior to including golang.mk)
+$(error the variable GO_PROJECT must be set prior to including golang.mk)
 endif
 
 # These targets will be statically linked.
@@ -31,14 +31,10 @@ endif
 GO_SUBDIRS ?= cmd pkg
 
 # Optional directories (relative to CURDIR)
-GO_BIN_DIR ?= bin
-GO_TOOLS_DIR ?= .tools
-GO_WORK_DIR ?= .work
 GO_VENDOR_DIR ?= vendor
-GO_PKG_DIR ?=
+GO_PKG_DIR ?= $(WORK_DIR)/pkg
 
 # Optional build flags passed to go tools
-GO_PIE ?= 0
 GO_BUILDFLAGS ?=
 GO_LDFLAGS ?=
 GO_TAGS ?=
@@ -53,17 +49,16 @@ GO_ALL_PACKAGES := $(foreach t,$(GO_SUBDIRS),$(GO_PROJECT)/$(t)/...)
 GOPATH := $(shell go env GOPATH)
 
 # setup tools used during the build
-GO_TOOLS_HOST_DIR := $(abspath $(GO_TOOLS_DIR)/$(GOHOSTOS)_$(GOHOSTARCH))
 GLIDE_VERSION=v0.12.3
-GLIDE_HOME := $(abspath $(GO_WORK_DIR)/glide)
-GLIDE := $(GO_TOOLS_HOST_DIR)/glide-$(GLIDE_VERSION)
-GOLINT := $(GO_TOOLS_HOST_DIR)/golint
+GLIDE_HOME := $(abspath $(CACHE_DIR)/glide)
+GLIDE := $(TOOLS_HOST_DIR)/glide-$(GLIDE_VERSION)
+GOLINT := $(TOOLS_HOST_DIR)/golint
 export GLIDE_HOME
 
 GO := go
 GOHOST := GOOS=$(GOHOSTOS) GOARCH=$(GOHOSTARCH) go
 
-GO_OUT_DIR := $(abspath $(GO_BIN_DIR)/$(GOOS)_$(GOARCH))
+GO_OUT_DIR := $(abspath $(BIN_DIR)/$(PLATFORM))
 
 ifeq ($(GOOS),windows)
 GO_OUT_EXT := .exe
@@ -75,7 +70,7 @@ endif
 # we run go build with -i which on most system's would want to install packages
 # into the system's root dir. using our own pkg dir avoid thats
 ifneq ($(GO_PKG_DIR),)
-GO_PKG_BASE_DIR := $(abspath $(GO_PKG_DIR)/$(GOOS)_$(GOARCH))
+GO_PKG_BASE_DIR := $(abspath $(GO_PKG_DIR)/$(PLATFORM))
 GO_PKG_STATIC_FLAGS := -pkgdir $(GO_PKG_BASE_DIR)_static
 endif
 
@@ -84,7 +79,7 @@ GO_STATIC_FLAGS  = $(GO_BUILDFLAGS) $(GO_PKG_STATIC_FLAGS) -installsuffix static
 # ====================================================================================
 # Targets
 
-ifeq ($(filter help clean distclean go.clean, $(MAKECMDGOALS)),)
+ifeq ($(filter help clean distclean prune go.clean, $(MAKECMDGOALS)),)
 .PHONY: go.check
 go.check:
 ifneq ($(shell $(GO) version | grep -q -E '\bgo($(GO_SUPPORTED_VERSIONS))\b' && echo 0 || echo 1), 0)
@@ -103,13 +98,13 @@ go.init: $(GO_VENDOR_DIR)/vendor.stamp
 
 define go.project
 go.build.packages.$(1):
-	@echo === go build $(1) $(GOOS)_$(GOARCH)
+	@echo === go build $(1) $(PLATFORM)
 	@$(3) $(GO) build -v -i -o $(GO_OUT_DIR)/$(1)$(GO_OUT_EXT) $(4) $(2)
 
 go.build.packages: go.build.packages.$(1)
 
 go.install.packages.$(1):
-	@echo === go install $(1) $(GOOS)_$(GOARCH)
+	@echo === go install $(1) $(PLATFORM)
 	@$(3) $(GO) install -v $(4) $(2)
 go.install.packages: go.install.packages.$(1)
 endef
@@ -155,24 +150,17 @@ go.vendor $(GO_VENDOR_DIR)/vendor.stamp: $(GLIDE)
 
 $(GLIDE):
 	@echo === installing glide
-	@mkdir -p $(GO_TOOLS_HOST_DIR)/tmp
-	@curl -sL https://github.com/Masterminds/glide/releases/download/$(GLIDE_VERSION)/glide-$(GLIDE_VERSION)-$(GOHOSTOS)-$(GOHOSTARCH).tar.gz | tar -xz -C $(GO_TOOLS_HOST_DIR)/tmp
-	@mv $(GO_TOOLS_HOST_DIR)/tmp/$(GOHOSTOS)-$(GOHOSTARCH)/glide $(GLIDE)
-	@rm -fr $(GO_TOOLS_HOST_DIR)/tmp
+	@mkdir -p $(TOOLS_HOST_DIR)/tmp
+	@curl -sL https://github.com/Masterminds/glide/releases/download/$(GLIDE_VERSION)/glide-$(GLIDE_VERSION)-$(GOHOSTOS)-$(GOHOSTARCH).tar.gz | tar -xz -C $(TOOLS_HOST_DIR)/tmp
+	@mv $(TOOLS_HOST_DIR)/tmp/$(GOHOSTOS)-$(GOHOSTARCH)/glide $(GLIDE)
+	@rm -fr $(TOOLS_HOST_DIR)/tmp
 
 $(GOLINT):
 	@echo === installing golint
-	@mkdir -p $(GO_TOOLS_HOST_DIR)/tmp
-	@GOPATH=$(GO_TOOLS_HOST_DIR)/tmp GOBIN=$(GO_TOOLS_HOST_DIR) $(GOHOST) get github.com/golang/lint/golint
-	@rm -fr $(GO_TOOLS_HOST_DIR)/tmp
-
-.PHONY: go.clean
-go.clean: ;
-	@rm -rf $(GO_BIN_DIR)
-ifneq ($(GO_PKG_DIR),)
-	@rm -rf $(GO_PKG_DIR)
-endif
+	@mkdir -p $(TOOLS_HOST_DIR)/tmp
+	@GOPATH=$(TOOLS_HOST_DIR)/tmp GOBIN=$(TOOLS_HOST_DIR) $(GOHOST) get github.com/golang/lint/golint
+	@rm -fr $(TOOLS_HOST_DIR)/tmp
 
 .PHONY: go.distclean
-go.distclean: go.clean
-	@rm -rf  $(GO_TOOLS_DIR) $(GO_VENDOR_DIR) $(GLIDE_HOME)
+go.distclean:
+	@rm -rf $(GO_VENDOR_DIR)
diff --git a/build/makelib/release.mk b/build/makelib/release.mk
deleted file mode 100644
index 5f55f16b3..000000000
--- a/build/makelib/release.mk
+++ /dev/null
@@ -1,115 +0,0 @@
-# Copyright 2016 The Rook Authors. All rights reserved.
-#
-# Licensed under the Apache License, Version 2.0 (the "License");
-# you may not use this file except in compliance with the License.
-# You may obtain a copy of the License at
-#
-#     http://www.apache.org/licenses/LICENSE-2.0
-#
-# Unless required by applicable law or agreed to in writing, software
-# distributed under the License is distributed on an "AS IS" BASIS,
-# WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied.
-# See the License for the specific language governing permissions and
-# limitations under the License.
-
-# ====================================================================================
-# Makefile helper functions for distribution
-
-# ====================================================================================
-# Configuration
-
-# the release version to use when publishing
-RELEASE_VERSION ?=
-ifndef RELEASE_VERSION
-$(error RELEASE_VERSION must be set before including release.mk)
-endif
-
-RELEASE_CHANNEL ?=
-ifndef RELEASE_CHANNEL
-$(error RELEASE_CHANNEL must be set before including release.mk)
-endif
-
-ifndef BIN_DIR
-$(error BIN_DIR must be set before including release.mk)
-endif
-
-ifndef RELEASE_DIR
-$(error RELEASE_DIR must be set before including release.mk)
-endif
-
-# Optional. the platforms to release
-RELEASE_PLATFORMS ?=
-
-# Optional. the platforms we release only clients bits
-RELEASE_CLIENT_ONLY_PLATFORMS ?=
-
-# Optional. the flavors to release
-RELEASE_FLAVORS := binaries containers
-
-# Optional. Github token repo and user
-GITHUB_TOKEN ?=
-GITHUB_USER ?= rook
-GITHUB_REPO ?= rook
-
-# Optional. Docker registry to publish to
-RELEASE_REGISTRY ?= rook
-
-# Optional. S3 bucket to publish artifacts to
-AWS_DEFAULT_REGION ?= us-east-1
-RELEASE_S3_BUCKET ?= rook-release
-
-export RELEASE_VERSION RELEASE_CHANNEL RELEASE_BIN_DIR RELEASE_DIR
-export GITHUB_TOKEN GITHUB_USER GITHUB_REPO
-export RELEASE_S3_BUCKET RELEASE_REGISTRY BUILD_REGISTRY
-
-ifneq ($(AWS_ACCESS_KEY_ID),)
-export AWS_ACCESS_KEY_ID
-endif
-
-ifneq ($(AWS_SECRET_ACCESS_KEY),)
-export AWS_SECRET_ACCESS_KEY
-endif
-
-export AWS_DEFAULT_REGION
-
-# ====================================================================================
-# Targets
-
-define release-target
-release.build.$(1).$(2):
-	@build/release/release.sh build $(2) $(1)
-
-release.build.all: release.build.$(1).$(2)
-
-release.publish.$(1).$(2):
-	@build/release/release.sh publish $(2) $(1)
-
-release.publish.all: release.publish.$(1).$(2)
-
-release.promote.$(1).$(2):
-	@build/release/release.sh promote $(2) $(1)
-
-release.promote.all: release.promote.$(1).$(2)
-
-release.cleanup.$(1).$(2):
-	@build/release/release.sh cleanup $(2) $(1)
-
-release.cleanup.all: release.cleanup.$(1).$(2)
-endef
-
-$(foreach f,$(RELEASE_FLAVORS),$(foreach p,$(RELEASE_PLATFORMS), $(eval $(call release-target,$(f),$(p)))))
-
-release.build:
-	@build/release/release.sh build.init
-	@$(MAKE) release.build.all
-
-release.publish:
-	@build/release/release.sh publish.init
-	@$(MAKE) release.publish.all
-
-release.promote:
-	@build/release/release.sh promote.init
-	@$(MAKE) release.promote.all
-	@build/release/release.sh promote.complete
-
-release.cleanup: release.cleanup.all
diff --git a/build/release/Makefile b/build/release/Makefile
new file mode 100644
index 000000000..55083a3b3
--- /dev/null
+++ b/build/release/Makefile
@@ -0,0 +1,132 @@
+# Copyright 2016 The Rook Authors. All rights reserved.
+#
+# Licensed under the Apache License, Version 2.0 (the "License");
+# you may not use this file except in compliance with the License.
+# You may obtain a copy of the License at
+#
+#     http://www.apache.org/licenses/LICENSE-2.0
+#
+# Unless required by applicable law or agreed to in writing, software
+# distributed under the License is distributed on an "AS IS" BASIS,
+# WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied.
+# See the License for the specific language governing permissions and
+# limitations under the License.
+
+all: build
+
+include ../makelib/common.mk
+
+# ====================================================================================
+# Options
+
+CHANNEL ?= master
+ifeq ($(filter master alpha beta stable,$(CHANNEL)),)
+$(error invalid channel $(CHANNEL))
+endif
+
+BIN_DIR ?= $(abspath ../../bin)
+PLATFORMS ?= $(ALL_PLATFORMS)
+FLAVORS ?= binaries images
+TEMP_DIR := $(shell mktemp -d)
+
+DOCKER_REGISTRY ?= rook
+QUAY_REGISTRY ?= quay.io/rook
+REGISTRIES ?= $(DOCKER_REGISTRY) $(QUAY_REGISTRY)
+IMAGES ?= rook toolbox
+IMAGE_ARCHS := $(subst linux_,,$(filter linux_%,$(PLATFORMS)))
+IMAGE_PLATFORMS := $(subst _,/,$(subst $(SPACE),$(COMMA),$(filter linux_%,$(PLATFORMS))))
+
+S3_BUCKET ?= rook-release
+S3_CP := aws s3 cp --only-show-errors
+S3_SYNC := aws s3 sync --only-show-errors --delete
+S3_CURRENT_BUCKET := s3://$(S3_BUCKET)/$(CHANNEL)/$(VERSION)
+
+# ====================================================================================
+# tools
+
+MANIFEST_TOOL_VERSION=v0.5.0
+MANIFEST_TOOL := $(TOOLS_HOST_DIR)/manifest-tool-$(MANIFEST_TOOL_VERSION)
+
+$(MANIFEST_TOOL):
+	@echo === installing manifest-tool
+	@curl -sL https://github.com/estesp/manifest-tool/releases/download/v0.5.0/manifest-tool-$(GOHOSTOS)-$(GOHOSTARCH) > $@
+	@chmod +x $@
+
+# ====================================================================================
+# Targets
+
+build: $(addprefix build.,$(FLAVORS)) ;
+publish: $(addprefix publish.,$(FLAVORS)) ;
+promote: $(addprefix promote.,$(FLAVORS)) ;
+clean: $(addprefix clean.,$(FLAVORS)) ;
+
+# catch all for unimplemented targets / flavors
+%: ; @:
+
+# ====================================================================================
+# binary files
+
+publish.binaries.%:
+	@$(S3_CP) $(BIN_DIR)/$*/rookctl$(if $(filter windows_%,$*),.exe) $(S3_CURRENT_BUCKET)/$*/rookctl$(if $(filter windows_%,$*),.exe)
+publish.binaries: $(addprefix publish.binaries.,$(PLATFORMS))
+	@echo "$(VERSION)" > $(TEMP_DIR)/version;
+	@$(S3_CP) "$(TEMP_DIR)/version" $(S3_CURRENT_BUCKET)/version
+promote.binaries:
+	@$(S3_SYNC) s3://$(S3_BUCKET)/master/$(VERSION) s3://$(S3_BUCKET)/$(CHANNEL)/current
+
+# ====================================================================================
+# images
+
+define repo.targets
+build.image.$(1).$(2).$(3): ; @docker tag $(BUILD_REGISTRY)/$(2)-$(3) $(1)/$(2)-$(3):$(VERSION)
+build.all.images: build.image.$(1).$(2).$(3)
+publish.image.$(1).$(2).$(3): ; @docker push $(1)/$(2)-$(3):$(VERSION)
+publish.all.images: publish.image.$(1).$(2).$(3)
+promote.image.$(1).$(2).$(3):
+	@docker pull $(1)/$(2)-$(3):$(VERSION)
+	@[ "$(CHANNEL)" = "master" ] || docker tag $(1)/$(2)-$(3):$(VERSION) $(1)/$(2)-$(3):$(VERSION)-$(CHANNEL)
+	@docker tag $(1)/$(2)-$(3):$(VERSION) $(1)/$(2)-$(3):$(CHANNEL)
+	@[ "$(CHANNEL)" = "master" ] || docker push $(1)/$(2)-$(3):$(VERSION)-$(CHANNEL)
+	@docker push $(1)/$(2)-$(3):$(CHANNEL)
+promote.all.images: promote.image.$(1).$(2).$(3)
+clean.image.$(1).$(2).$(3):
+	@[ -z "$$$$(docker images -q $(1)/$(2)-$(3):$(VERSION))" ] || docker rmi $(1)/$(2)-$(3):$(VERSION)
+	@[ -z "$$$$(docker images -q $(1)/$(2)-$(3):$(VERSION)-$(CHANNEL))" ] || docker rmi $(1)/$(2)-$(3):$(VERSION)-$(CHANNEL)
+	@[ -z "$$$$(docker images -q $(1)/$(2)-$(3):$(CHANNEL))" ] || docker rmi $(1)/$(2)-$(3):$(CHANNEL)
+clean.all.images: clean.image.$(1).$(2).$(3)
+endef
+$(foreach r,$(REGISTRIES), $(foreach i,$(IMAGES), $(foreach p,$(IMAGE_ARCHS),$(eval $(call repo.targets,$(r),$(i),$(p))))))
+
+publish.manifest.image.%: publish.all.images
+	@$(MANIFEST_TOOL) push from-args --platforms $(IMAGE_PLATFORMS) --template $(DOCKER_REGISTRY)/$*-ARCH:$(VERSION) --target $(DOCKER_REGISTRY)/$*:$(VERSION)
+
+promote.manifest.image.%: promote.all.images
+	@[ "$(CHANNEL)" = "master" ] || $(MANIFEST_TOOL) push from-args --platforms $(IMAGE_PLATFORMS) --template $(DOCKER_REGISTRY)/$*-ARCH:$(VERSION) --target $(DOCKER_REGISTRY)/$*:$(VERSION)-$(CHANNEL)
+	@$(MANIFEST_TOOL) push from-args --platforms $(IMAGE_PLATFORMS) --template $(DOCKER_REGISTRY)/$*-ARCH:$(VERSION) --target $(DOCKER_REGISTRY)/$*:$(CHANNEL)
+
+build.images: build.all.images
+publish.images: $(addprefix publish.manifest.image.,$(IMAGES))
+promote.images: $(addprefix promote.manifest.image.,$(IMAGES))
+clean.images: clean.all.images
+
+# ====================================================================================
+# Help
+
+.PHONY: help
+help:
+	@echo 'Usage: make <OPTIONS> ... <TARGETS>'
+	@echo ''
+	@echo 'Targets:'
+	@echo '    build        Build all release artifacts.'
+	@echo '    clean        Remove all release artifacts.'
+	@echo '    publish      Publish all release artifacts.'
+	@echo '    promote      Promote a build to a channel.'
+	@echo '    tag          Tag a build for release.'
+	@echo ''
+	@echo 'Options:'
+	@echo '    VERSION      Sets the release version.'
+	@echo '    CHANNEL      Sets the release channel. Can be set to master,'
+	@echo '                 alpha, beta, or stable. Default is not set.'
+	@echo '    PLATFORMS    The supported platforms to build when running.'
+	@echo '                 the build.all target. The default is'
+	@echo '                 all supported platforms'
diff --git a/build/Releasing.md b/build/release/README.md
similarity index 67%
rename from build/Releasing.md
rename to build/release/README.md
index bbd7c9093..0bf7b3d72 100644
--- a/build/Releasing.md
+++ b/build/release/README.md
@@ -34,10 +34,10 @@ Jenkins would build the tagged release and publish its artifacts like any other
 ## Artifacts
 
 Each build from master has the following release artifacts:
-- binaries (rookctl) including debug symbols
+- binaries (rookctl)
 - containers (rook, toolbox)
 
-Binaries go to an S3 bucket `rook-release` and have the following layout:
+Binaries go to an S3 bucket `rook-release` (and https://release.rook.io) and have the following layout:
 
 ```
 /releases
@@ -47,17 +47,17 @@ Binaries go to an S3 bucket `rook-release` and have the following layout:
          /v0.3.0-2-g787822d
              (binaries)
          /v0.3.0-2-g770ebbc
-             rook-v0.3.0-darwin-amd64.zip
-             rook-v0.3.0-linux-amd64-debug.tar.gz
-             rook-v0.3.0-linux-amd64.tar.gz
-             rook-v0.3.0-linux-arm64-debug.tar.gz
-             rook-v0.3.0-linux-arm64.tar.gz
-             rook-v0.3.0-windows-amd64.zip
+               darwin_amd64/rookctl
+               linux_amd64/rookctl
+               linux_arm/rookctl
+               linux_arm64/rookctl
+               windows_amd64/rookctl
+               version
          /current
              (binaries)
 ```
 
-Containers go to quay.io where we have the following repos:
+Containers go to docker hub and quay.io where we have the following repos:
 
 ```
 rook/rook
@@ -76,11 +76,11 @@ Once a tagged release from master passes integration test we can proceed with pr
 To promote a release run the `promote` target as follows:
 
 ```
-make promote CHANNEL=alpha VERSION=v0.4.0
+make -C build/release promote CHANNEL=alpha VERSION=v0.4.0
 ```
 
-**NOTE:** Promoting requires that you have AWS credentials (in `~/.aws` or in environment), github token (`export GITHUB_TOKEN`), and
-quay.io write access (via `~/.docker/credentials` or `~/.docker/config.json`).  See the [AWS config docs](http://docs.aws.amazon.com/cli/latest/userguide/cli-chap-getting-started.html#cli-config-files) for help setting up AWS credentials.
+**NOTE:** Promoting requires that you have AWS credentials (in `~/.aws` or in environment),
+docker hub, and quay.io write access (via `~/.docker/credentials` or `~/.docker/config.json`).  See the [AWS config docs](http://docs.aws.amazon.com/cli/latest/userguide/cli-chap-getting-started.html#cli-config-files) for help setting up AWS credentials.
 
 After promoting a release, on S3 there will be a path for each channel and release promoted as follows:
 
@@ -90,12 +90,12 @@ After promoting a release, on S3 there will be a path for each channel and relea
     /alpha
           /v0.2.2
           /v0.3.0
-               rook-v0.3.0-darwin-amd64.zip
-               rook-v0.3.0-linux-amd64-debug.tar.gz
-               rook-v0.3.0-linux-amd64.tar.gz
-               rook-v0.3.0-linux-arm64-debug.tar.gz
-               rook-v0.3.0-linux-arm64.tar.gz
-               rook-v0.3.0-windows-amd64.zip
+               darwin_amd64/rookctl
+               linux_amd64/rookctl
+               linux_arm/rookctl
+               linux_arm64/rookctl
+               windows_amd64/rookctl
+               version
           /v0.4.0
           /current
     /beta
@@ -107,18 +107,18 @@ After promoting a release, on S3 there will be a path for each channel and relea
           /current
 ```
 
-Similarly in quay.io we will tag containers as follows:
+Similarly in docker hub and quay.io we will tag containers as follows:
 
 ```
-alpha-<version> -- for each version in the alpha channel
-alpha-latest -- for the latest
-beta-<version> -- for each version in the beta channel
-beta-latest -- for the latest
+master -- for the latest from master
+<version>-alpha -- for each version in the alpha channel
+alpha -- for the latest alpha
+<version>-beta -- for each version in the beta channel
+beta -- for the latest beta
 <version> -- for each version that is in the stable channel
 latest -- for the latest stable version
 ```
 
-Finally, the github release will be created in the rook repo as a draft and binaries pushed to it. Next, edit the release and
-add the release notes then publish it.
+Finally, create a github release, fill in the relase notes, and publish it.
 
 You're done.
\ No newline at end of file
diff --git a/build/release/binaries.sh b/build/release/binaries.sh
deleted file mode 100755
index dc9f400e1..000000000
--- a/build/release/binaries.sh
+++ /dev/null
@@ -1,88 +0,0 @@
-#!/bin/bash -e
-
-scriptdir="$( cd "$( dirname "${BASH_SOURCE[0]}" )" && pwd )"
-source ${scriptdir}/common.sh
-
-get_archive_ext() {
-    local os=$1
-
-    local ext=tar.gz
-    if [[ ${os} != "linux" ]]; then
-        ext=zip
-    fi
-
-    echo ${ext}
-}
-
-get_archive_name() {
-    local os=$1
-    local arch=$2
-    local suffix=$3
-
-    local file=rookctl-${os}-${arch}
-
-    if [[ -n ${suffix} ]]; then
-        file=${file}-${suffix}
-    fi
-
-    local ext=$(get_archive_ext $os)
-
-    echo ${file}.${ext}
-}
-
-build() {
-    local os=$1
-    local arch=$2
-    local version=${RELEASE_VERSION}
-    local bindir=$(get_bindir ${os} ${arch})
-
-    if [[ ${os} == "windows" ]]; then
-        local ext=".exe"
-    fi
-
-    local files=( rookctl${ext} )
-
-    if [[ ${os} == "linux" ]]; then
-        local tarfile=$(get_archive_name $os $arch)
-        echo creating tar ${tarfile}
-        tar czf "${RELEASE_DIR}/${tarfile}" -C "${bindir}" ${files[*]}
-    else
-        local zipfile=$(get_archive_name $os $arch)
-        local zippath=${RELEASE_DIR}/${zipfile}
-        echo creating zip ${zipfile}
-        $(cd ${bindir} && zip -qr ${zippath} ${files[*]})
-    fi
-}
-
-publish() {
-    local os=$1
-    local arch=$2
-    local file=$(get_archive_name $os $arch)
-
-    s3_upload ${RELEASE_DIR}/$file
-
-    # we will always tag master builds as latest. i.e. auto-promote master
-    if [[ "${RELEASE_CHANNEL}" == "master" ]]; then
-        s3_promote_release
-    fi
-}
-
-promote() {
-    local os=$1
-    local arch=$2
-    local file=$(get_archive_name $os $arch)
-
-    if [[ ! -e ${RELEASE_DIR}/$file ]]; then
-        s3_download ${RELEASE_DIR}/$file
-    fi
-    github_upload ${RELEASE_DIR}/$file
-}
-
-cleanup() {
-    :
-}
-
-action=$1
-shift
-
-${action} "$@"
diff --git a/build/release/common.sh b/build/release/common.sh
deleted file mode 100644
index 4532ab39f..000000000
--- a/build/release/common.sh
+++ /dev/null
@@ -1,166 +0,0 @@
-#!/bin/bash -e
-
-get_bindir() {
-    local os=$1
-    local arch=$2
-
-    bindir=${RELEASE_BIN_DIR}/${os}_${arch}
-    echo ${bindir}
-}
-
-layout_root() {
-    local os=$1
-    local arch=$2
-    local dir=$3
-
-    shift 3
-    local bins="$@"
-
-    local bindir=$(get_bindir ${os} ${arch})
-
-    mkdir -p $dir/root/usr/bin
-    mkdir -p $dir/root/etc/ssl/certs
-
-    for b in $bins; do
-        cp $bindir/$b $dir/root/usr/bin
-    done
-
-    cp /etc/ssl/certs/ca-certificates.crt $dir/root/etc/ssl/certs
-}
-
-check_release_version() {
-    if echo ${RELEASE_VERSION} | grep -q -E '^([[:digit:]]+)\.([[:digit:]]+)\.([[:digit:]]+)$'; then
-        return 0
-    else
-        return 1
-    fi
-}
-
-get_mediatype_from_extension() {
-    local file=$1
-    local ext=${file##*.}
-    local mediatype
-
-    case ${ext} in
-        gz) echo "application/gzip" ;;
-        zip) echo "application/zip" ;;
-        *) echo "UNSUPPORTED" ;;
-    esac
-}
-
-github_get_release_id() {
-    curl -4 -s -H "Authorization: token ${GITHUB_TOKEN}" \
-       "https://api.github.com/repos/${GITHUB_USER}/${GITHUB_REPO}/releases/tags/${RELEASE_VERSION}" | jq -r '.id'
-}
-
-github_get_upload_url() {
-    id=`cat ${RELEASE_DIR}/release_id`
-    curl -4 -s -H "Authorization: token ${GITHUB_TOKEN}" \
-       "https://api.github.com/repos/${GITHUB_USER}/${GITHUB_REPO}/releases/${id}" | jq -r '.upload_url'
-}
-
-github_create_release() {
-    id=$(github_get_release_id)
-
-    if [[ ${id} == "null" ]]; then
-        echo creating a new github release for ${RELEASE_VERSION}
-        id=$(curl -4 -s -H "Authorization: token ${GITHUB_TOKEN}" \
-            -H "Content-Type: application/json" \
-            -d "{\"tag_name\": \"${RELEASE_VERSION}\",\"target_commitish\": \"master\",\"name\": \"${RELEASE_VERSION}\",\"body\": \"TBD\",\"draft\": true,\"prerelease\": true}" \
-            "https://api.github.com/repos/${GITHUB_USER}/${GITHUB_REPO}/releases" | jq -r '.id')
-
-        if [[ ${id} == "null" ]]; then
-            echo error: failed to create github release
-            return 1
-        fi
-
-        cat <<EOF > ${RELEASE_DIR}/release_id
-${id}
-EOF
-    fi
-}
-
-github_delete_release() {
-    id=$(github_get_release_id)
-
-    if [[ ${id} != "null" ]]; then
-        echo deleting existing github release ${id} for ${RELEASE_VERSION}
-        curl -4 -s -X DELETE -H "Authorization: token ${GITHUB_TOKEN}" \
-                "https://api.github.com/repos/${GITHUB_USER}/${GITHUB_REPO}/releases/${id}"
-    fi
-}
-
-github_create_or_replace_release() {
-    github_delete_release
-    github_create_release
-}
-
-github_upload() {
-    local filepath=$1
-    local mediatype=$(get_mediatype_from_extension $filepath)
-    local filename=$(basename $filepath)
-
-    upload_url=$(github_get_upload_url)
-
-    if [[ ${upload_url} == "null" ]]; then
-        echo error: could not get upload url for github release
-        return 1
-    fi
-
-    if [[ ! -e ${filepath} ]]; then
-        echo error: could not find file ${filepath}
-        return 1
-    fi
-
-    upload_url=${upload_url%{*} # remove the trailing {?name,label}
-
-    echo uploading ${filename} github release ${RELEASE_VERSION}
-    id=$(curl -4 -s -H "Authorization: token ${GITHUB_TOKEN}" \
-         -H "Accept: application/vnd.github.manifold-preview" \
-         -H "Content-Type: ${mediatype}" \
-         --data-binary @${filepath} \
-         "${upload_url}?name=${filename}" | jq -r '.id')
-    if [[ ${id} == "null" ]]; then
-        echo error: failed to upload ${filename} to github
-        return 1
-    fi
-}
-
-github_release_complete() {
-    rm -fr ${RELEASE_DIR}/release_id
-}
-
-write_version_file() {
-    # upload a file with the version number
-    cat <<EOF > ${RELEASE_DIR}/version
-${RELEASE_VERSION}
-EOF
-}
-
-publish_version_file() {
-    s3_upload ${RELEASE_DIR}/version
-}
-
-# we assume that AWS_ACCESS_KEY_ID, AWS_SECRET_ACCESS_KEY and possibly AWS_DEFAULT_REGION are already set
-# or ~/.aws/credentials and ~/.aws/config are configured
-
-s3_upload() {
-    local filepath=$1
-    local filename=$(basename $filepath)
-
-    echo uploading ${filename} to S3 bucket ${RELEASE_S3_BUCKET}
-    aws s3 cp --only-show-errors ${filepath} s3://${RELEASE_S3_BUCKET}/${RELEASE_CHANNEL}/${RELEASE_VERSION}/${filename}
-}
-
-s3_download() {
-    local filepath=$1
-    local filename=$(basename $filepath)
-
-    echo downloading ${filename} from S3 bucket ${RELEASE_S3_BUCKET}
-    aws s3 cp --only-show-errors s3://${RELEASE_S3_BUCKET}/${RELEASE_CHANNEL}/${RELEASE_VERSION}/${filename} ${filepath}
-}
-
-s3_promote_release() {
-    echo copying ${RELEASE_VERSION} to current for channel ${RELEASE_CHANNEL} in S3 bucket ${RELEASE_S3_BUCKET}
-    aws s3 sync --only-show-errors --delete s3://${RELEASE_S3_BUCKET}/master/${RELEASE_VERSION} s3://${RELEASE_S3_BUCKET}/${RELEASE_CHANNEL}/current
-}
diff --git a/build/release/containers.sh b/build/release/containers.sh
deleted file mode 100755
index cb032b7ad..000000000
--- a/build/release/containers.sh
+++ /dev/null
@@ -1,142 +0,0 @@
-#!/bin/bash -e
-
-scriptdir="$( cd "$( dirname "${BASH_SOURCE[0]}" )" && pwd )"
-source ${scriptdir}/common.sh
-
-build_registry=${BUILD_REGISTRY}
-registry=${RELEASE_REGISTRY}
-
-get_build_image_name() {
-    local os=$1
-    local arch=$2
-    local repo=$3
-
-    local image=${repo}-${arch}:latest
-
-    echo ${build_registry}/${image}
-}
-
-get_image_name() {
-    local os=$1
-    local arch=$2
-    local repo=$3
-    local version=$4
-
-    local image=${repo}-${arch}:${version}
-    if [[ ${arch} == "amd64" ]]; then
-        image=${repo}:${version}
-    fi
-
-    echo ${registry}/${image}
-}
-
-build_image() {
-    local os=$1
-    local arch=$2
-    local repo=$3
-
-    local build_image=$(get_build_image_name $os $arch $repo)
-    local image=$(get_image_name $os $arch $repo ${RELEASE_VERSION})
-    docker tag ${build_image} ${image}
-}
-
-build() {
-    local os=$1
-    local arch=$2
-
-    [[ ${os} == "linux" ]] || return 0
-
-    build_image $os $arch rook
-    build_image $os $arch toolbox
-}
-
-publish_image() {
-    local os=$1
-    local arch=$2
-    local repo=$3
-
-    local name=$(get_image_name $os $arch $repo ${RELEASE_VERSION})
-
-    echo pushing docker container ${name}
-    docker push ${name}
-
-    # we will always tag master builds as latest. i.e. auto-promote master
-    if [[ "${RELEASE_CHANNEL}" == "master" ]]; then
-        local dst=$(get_image_name $os $arch $repo master-latest)
-        echo pushing docker container ${dst}
-        docker tag ${name} ${dst}
-        docker push ${dst}
-    fi
-}
-
-publish() {
-    local os=$1
-    local arch=$2
-
-    [[ ${os} == "linux" ]] || return 0
-
-    publish_image $os $arch rook
-    publish_image $os $arch toolbox
-}
-
-promote_image() {
-    local os=$1
-    local arch=$2
-    local repo=$3
-
-    local src=$(get_image_name $os $arch $repo ${RELEASE_VERSION})
-    local dst1=$(get_image_name $os $arch $repo ${RELEASE_CHANNEL}-latest)
-    local dst2=$(get_image_name $os $arch $repo ${RELEASE_CHANNEL}-${RELEASE_VERSION})
-
-    echo promoting container ${src} to ${dst1} and ${dst2}
-    docker pull ${src}
-    docker tag ${src} ${dst1}
-    docker tag ${src} ${dst2}
-    docker push ${dst1}
-    docker push ${dst2}
-}
-
-promote() {
-    local os=$1
-    local arch=$2
-
-    [[ ${os} == "linux" ]] || return 0
-
-    promote_image $os $arch rook
-    promote_image $os $arch toolbox
-
-}
-
-cleanup_image() {
-    local os=$1
-    local arch=$2
-    local repo=$3
-    local img
-
-    for t in \
-        ${RELEASE_VERSION} \
-        ${RELEASE_CHANNEL}-latest \
-        ${RELEASE_CHANNEL}-${RELEASE_VERSION} \
-        ; do
-        img=$(get_image_name $os $arch $repo ${t})
-        if [[ -n "$(docker images -q ${img} 2> /dev/null)" ]]; then
-            echo removing docker image ${img}
-            docker rmi ${img} || true
-        fi
-    done
-}
-
-cleanup() {
-    local os=$1
-    local arch=$2
-
-    [[ ${os} == "linux" ]] || return 0
-
-    cleanup_image $os $arch rook
-    cleanup_image $os $arch toolbox
-}
-
-action=$1
-shift
-
-${action} "$@"
diff --git a/build/release/release.sh b/build/release/release.sh
deleted file mode 100755
index 96e3875de..000000000
--- a/build/release/release.sh
+++ /dev/null
@@ -1,52 +0,0 @@
-#!/bin/bash -e
-
-scriptdir="$( cd "$( dirname "${BASH_SOURCE[0]}" )" && pwd )"
-source ${scriptdir}/common.sh
-
-action=$1
-shift
-
-case ${action} in
-    build.init)
-        mkdir -p ${RELEASE_DIR}
-        write_version_file
-        ;;
-
-    publish.init)
-        mkdir -p ${RELEASE_DIR}
-        publish_version_file
-        ;;
-
-    build|publish|promote|cleanup)
-        platform=$1
-        shift
-
-        flavor=$1
-        shift
-
-        ${scriptdir}/${flavor}.sh ${action} ${platform%_*} ${platform#*_}
-        ;;
-
-    promote.init)
-        mkdir -p ${RELEASE_DIR}
-
-        if check_release_version; then
-            echo ${RELEASE_VERSION} can not be promoted. Must build from a tag like v0.4.0.
-            exit 1
-        fi
-
-        echo promoting release ${RELEASE_VERSION} to channel ${RELEASE_CHANNEL}
-        write_version_file
-        github_create_or_replace_release
-        ;;
-
-    promote.complete)
-        s3_promote_release
-        github_release_complete
-        ;;
-
-    *)
-        echo "unknown action ${action}"
-        exit 1
-        ;;
-esac
diff --git a/build/run b/build/run
index 00e1fb5fd..ee1d5b3f1 100755
--- a/build/run
+++ b/build/run
@@ -65,7 +65,7 @@ if [ "`uname -s`" != "Linux" ]; then
     #    /.netrc (bind mounted to host ${HOME}/.netrc)
     #    /.aws (bind mounted to host ${HOME}/.aws)
     #    /.docker (bind mounted to host ${HOME}/.docker)
-    #    /.download (bind mounted to host ${DOWNLOADDIR} if set)
+    #    /.download (bind mounted to host ${CACHE_DIR} if set)
     #    /.ccache
     #    /go/src/github.com/rook/rook (rsync'd from host <source>)
 
@@ -93,7 +93,7 @@ else
     #    /.aws (bind mounted to host ${HOME}/.aws)
     #    /.docker (bind mounted to host ${HOME}/.docker)
     #    /.ccache (bind mounted to host ${CCACHE_DIR})
-    #    /.download (bind mounted to host ${DOWNLOADDIR} if set)
+    #    /.download (bind mounted to host ${CACHE_DIR} if set)
     #    /go
     #       /pkg (bind mounted to <source>/.work/cross_pkg)
     #       /src/github.com/rook/rook (bind mounted to <source>)
@@ -115,11 +115,11 @@ else
     fi
 fi
 
-# if DOWNLOADDIR is not set bind mount it
-if [[ -n "${DOWNLOADDIR}" ]]; then
-    mkdir -p ${DOWNLOADDIR}
-    DOWNLOAD_ARGS="-e DOWNLOADDIR=${BUILDER_HOME}/go/src/${source_repo}/.download \
-        -v ${DOWNLOADDIR}:${BUILDER_HOME}/go/src/${source_repo}/.download"
+# if CACHE_DIR is not set bind mount it
+if [[ -n "${CACHE_DIR}" ]]; then
+    mkdir -p ${CACHE_DIR}
+    DOWNLOAD_ARGS="-e CACHE_DIR=${BUILDER_HOME}/go/src/${source_repo}/.download \
+        -v ${CACHE_DIR}:${BUILDER_HOME}/go/src/${source_repo}/.download"
 fi
 
 # we copy credential files for github access