diff --git a/.github/workflows/build-and-test.yml b/.github/workflows/build-and-test.yml
index e7bf02cd..86a0e5e0 100644
--- a/.github/workflows/build-and-test.yml
+++ b/.github/workflows/build-and-test.yml
@@ -11,32 +11,59 @@ jobs:
                                          # 18.04.3 release has 5.0.0 kernel
     steps:
     - uses: actions/checkout@v2
+    - run: git fetch --prune --unshallow # We want tags
+
+    - name: Initialize workflow variables
+      id: vars
+      shell: bash
+      run: |
+          if [ -n "${QUAY_TOKEN}" ];then
+            echo "Quay token is set, will push an image"
+            echo ::set-output name=QUAY_PUBLISH::true
+          else
+            echo "Quay token not set, skipping image push"
+          fi
+
+          git_org=$(dirname ${{ github.repository }})
+          echo GIT_ORG=${git_org} >> $GITHUB_ENV
+      env:
+        QUAY_TOKEN: ${{ secrets.QUAY_TOKEN }}
+
     - name: Run tests
       run: |
         make test
+
     - name: Build kubectl trace binary
       run: |
         make _output/bin/kubectl-trace
+
     - name: Build CI image
       run: |
-       ./hack/ci-build-image.sh
+       ./build/scripts/ci-build-image.sh ${{ github.ref }}
+
     - name: Run integration tests
       run: |
         make integration
+
     - name: Build cross binaries
       run: |
         curl -LO https://github.com/goreleaser/goreleaser/releases/latest/download/goreleaser_amd64.deb && sudo dpkg -i goreleaser_amd64.deb
         make cross
+
     - uses: actions/upload-artifact@v1
       with:
         name: ${{ matrix.os }}-kubectl-trace-dist
         path: _output/bin/kubectl-trace
+
     - uses: actions/upload-artifact@v1
       with:
         name: ${{ matrix.os }}-kubectl-trace-cross-dist
         path: dist
+
     - name: Upload docker image
       if: >
-        github.ref == 'ref/head/master'
+        steps.vars.outputs.QUAY_PUBLISH
+      env:
+        QUAY_TOKEN: ${{ secrets.QUAY_TOKEN }}
       run: |
-        ./hack/ci-release-image.sh
+        ./build/scripts/ci-release-image.sh ${{ github.ref }}
diff --git a/.github/workflows/goreleaser.yml b/.github/workflows/goreleaser.yml
index eff5bcce..b3d090f4 100644
--- a/.github/workflows/goreleaser.yml
+++ b/.github/workflows/goreleaser.yml
@@ -17,10 +17,13 @@ jobs:
         uses: actions/setup-go@v2
         with:
           go-version: 1.15
-      - name: Run GoReleaser
-        uses: goreleaser/goreleaser-action@v2
-        with:
-          version: latest
-          args: release --rm-dist
+      - name: Install goreleaser
+        run: |
+          curl -LO https://github.com/goreleaser/goreleaser/releases/latest/download/goreleaser_amd64.deb && \
+          sudo dpkg -i goreleaser_amd64.deb && \
+          rm goreleaser_amd64.deb
+      - name: Create release
+        run: |
+          make release
         env:
           GITHUB_TOKEN: ${{ secrets.GITHUB_TOKEN }}
diff --git a/Makefile b/Makefile
index 3398ba99..b6d85cd2 100644
--- a/Makefile
+++ b/Makefile
@@ -5,17 +5,23 @@ DOCKER ?= docker
 
 COMMIT_NO := $(shell git rev-parse HEAD 2> /dev/null || true)
 GIT_COMMIT := $(if $(shell git status --porcelain --untracked-files=no),${COMMIT_NO}-dirty,${COMMIT_NO})
+GIT_TAG    ?= $(shell git describe 2> /dev/null)
 GIT_BRANCH ?= $(shell git rev-parse --abbrev-ref HEAD 2>/dev/null)
 GIT_BRANCH_CLEAN := $(shell echo $(GIT_BRANCH) | sed -e "s/[^[:alnum:]]/-/g")
 
-IMAGE_NAME_INIT ?= quay.io/iovisor/kubectl-trace-init
-IMAGE_NAME ?= quay.io/iovisor/kubectl-trace-bpftrace
+GIT_ORG ?= iovisor
+
+IMAGE_NAME_INIT ?= quay.io/$(GIT_ORG)/kubectl-trace-init
+IMAGE_NAME ?= quay.io/$(GIT_ORG)/kubectl-trace-bpftrace
 
 IMAGE_TRACERUNNER_BRANCH := $(IMAGE_NAME):$(GIT_BRANCH_CLEAN)
 IMAGE_TRACERUNNER_COMMIT := $(IMAGE_NAME):$(GIT_COMMIT)
+IMAGE_TRACERUNNER_TAG    := $(IMAGE_NAME):$(GIT_TAG)
+IMAGE_TRACERUNNER_LATEST := $(IMAGE_NAME):latest
 
 IMAGE_INITCONTAINER_BRANCH := $(IMAGE_NAME_INIT):$(GIT_BRANCH_CLEAN)
 IMAGE_INITCONTAINER_COMMIT := $(IMAGE_NAME_INIT):$(GIT_COMMIT)
+IMAGE_INITCONTAINER_TAG    := $(IMAGE_NAME_INIT):$(GIT_TAG)
 IMAGE_INITCONTAINER_LATEST := $(IMAGE_NAME_INIT):latest
 
 IMAGE_BUILD_FLAGS ?= "--no-cache"
@@ -57,24 +63,29 @@ image/build-init:
 		-t $(IMAGE_INITCONTAINER_BRANCH) \
 		-f ./build/Dockerfile.initcontainer ./build
 	$(DOCKER) tag $(IMAGE_INITCONTAINER_BRANCH) $(IMAGE_INITCONTAINER_COMMIT)
+	$(DOCKER) tag $(IMAGE_INITCONTAINER_BRANCH) $(IMAGE_INITCONTAINER_TAG)
 
 .PHONY: image/build
 image/build:
 	$(DOCKER) build \
 		--build-arg bpftraceversion=$(BPFTRACEVERSION) \
+		--build-arg GIT_ORG=$(GIT_ORG) \
 		$(IMAGE_BUILD_FLAGS) \
 		-t "$(IMAGE_TRACERUNNER_BRANCH)" \
 		-f build/Dockerfile.tracerunner .
 	$(DOCKER) tag $(IMAGE_TRACERUNNER_BRANCH) $(IMAGE_TRACERUNNER_COMMIT)
 	$(DOCKER) tag "$(IMAGE_TRACERUNNER_BRANCH)" $(IMAGE_TRACERUNNER_BRANCH)
+	$(DOCKER) tag "$(IMAGE_TRACERUNNER_BRANCH)" $(IMAGE_TRACERUNNER_TAG)
 
 
 .PHONY: image/push
 image/push:
 	$(DOCKER) push $(IMAGE_TRACERUNNER_BRANCH)
 	$(DOCKER) push $(IMAGE_TRACERUNNER_COMMIT)
+	$(DOCKER) push $(IMAGE_TRACERUNNER_TAG)
 	$(DOCKER) push $(IMAGE_INITCONTAINER_BRANCH)
 	$(DOCKER) push $(IMAGE_INITCONTAINER_COMMIT)
+	$(DOCKER) push $(IMAGE_INITCONTAINER_TAG)
 
 .PHONY: image/latest
 image/latest:
diff --git a/build/Dockerfile.tracerunner b/build/Dockerfile.tracerunner
index af42e81f..510c8d4f 100644
--- a/build/Dockerfile.tracerunner
+++ b/build/Dockerfile.tracerunner
@@ -2,7 +2,8 @@ ARG bpftraceversion=v0.11.1
 FROM quay.io/iovisor/bpftrace:$bpftraceversion as bpftrace
 
 FROM golang:1.15-buster as gobuilder
-
+ARG GIT_ORG=iovisor
+ENV GIT_ORG=$GIT_ORG
 RUN apt-get update
 RUN apt-get install -y make bash git
 
diff --git a/build/scripts/ci-build-image.sh b/build/scripts/ci-build-image.sh
new file mode 100755
index 00000000..ba954f62
--- /dev/null
+++ b/build/scripts/ci-build-image.sh
@@ -0,0 +1,17 @@
+#!/usr/bin/env bash
+set -xeo pipefail
+
+git_ref=$1     # github.ref        format: refs/REMOTE/REF
+               #                       eg, refs/heads/BRANCH
+               #                           refs/tags/v0.9.6-pre
+
+git_base_ref=$(basename ${git_ref})
+
+make=$(command -v make)
+
+if [[ ! -z "${git_base_ref}" ]]; then
+  makeopts="-e GIT_BRANCH=${git_base_ref} ${makeopts}"
+fi
+
+$make $makeopts image/build
+$make $makeopts image/build-init
diff --git a/build/scripts/ci-release-image.sh b/build/scripts/ci-release-image.sh
new file mode 100755
index 00000000..e44d2127
--- /dev/null
+++ b/build/scripts/ci-release-image.sh
@@ -0,0 +1,31 @@
+#!/usr/bin/env bash
+set -xeo pipefail
+
+# Script that builds and releases images to quay.io
+# It is expected to be run from github actions.
+# The secret "QUAY_TOKEN" is expected to be set, with access to a quay.io repository
+# The environment variable "QUAY_BOT_USER" can be used to override the default bot username
+GIT_ORG=${GIT_ORG:-iovisor}
+QUAY_BOT_USER=${QUAY_BOT_USER:-kubectltrace_buildbot}
+
+git_ref=$1             # github.ref        format: refs/REMOTE/REF
+                       #                       eg, refs/heads/BRANCH
+                       #                           refs/tags/v0.9.6-pre
+git_base_ref=$(basename ${git_ref})
+
+make=$(command -v make)
+docker=$(command -v docker)
+
+makeopts=""
+if [[ ! -z "${git_base_ref}" ]]; then
+  makeopts="-e GIT_BRANCH=${git_base_ref} ${makeopts}"
+fi
+
+if [[ ! -z "$QUAY_TOKEN" ]]; then
+  $docker login -u="${GIT_ORG}+${QUAY_BOT_USER}" -p="$QUAY_TOKEN" quay.io
+  $make $makeopts image/push
+
+  if [[ "${git_ref_id}" = "master" ]] && [[ "${git_base_ref}" = "" ]]; then
+    $make $makeopts image/latest
+  fi
+fi
diff --git a/docs/release.md b/docs/release.md
index 97b212bc..9e509629 100644
--- a/docs/release.md
+++ b/docs/release.md
@@ -12,17 +12,19 @@ When we release we do the following process:
 
 ## Release commands
 
-Tag the version
+Tag the version:
 
 ```bash
 git tag -a v0.1.0-rc.0 -m "v0.1.0-rc.0"
 git push origin v0.1.0-rc.0
 ```
 
-Run goreleaser, make sure to export your GitHub token first.
+From there, github actions should automatically create the release, as it sets
+the `GITHUB_TOKEN`.
+
+In case you need to run a release manually, so long as you are an administrator:
 
 ```
 export GITHUB_TOKEN=<YOUR_GH_TOKEN>
 make release
 ```
-
diff --git a/hack/ci-build-image.sh b/hack/ci-build-image.sh
deleted file mode 100755
index 2f27d309..00000000
--- a/hack/ci-build-image.sh
+++ /dev/null
@@ -1,12 +0,0 @@
-#!/usr/bin/env bash
-set -xeo pipefail
-
-make=$(command -v make)
-
-makeopts=""
-if [[ ! -z "$TRAVIS_PULL_REQUEST_BRANCH" ]]; then
-  makeopts="-e GIT_BRANCH=$TRAVIS_PULL_REQUEST_BRANCH"
-fi
-
-$make $makeopts image/build
-$make $makeopts image/build-init
diff --git a/hack/ci-release-image.sh b/hack/ci-release-image.sh
deleted file mode 100755
index c3d340f0..00000000
--- a/hack/ci-release-image.sh
+++ /dev/null
@@ -1,22 +0,0 @@
-#!/usr/bin/env bash
-set -xeo pipefail
-
-# Script that builds the bpftrace image and releases
-# it to quay only if the request is coming from the main repo.
-
-make=$(command -v make)
-docker=$(command -v docker)
-
-makeopts=""
-if [[ ! -z "$TRAVIS_PULL_REQUEST_BRANCH" ]]; then
-  makeopts="-e GIT_BRANCH=$TRAVIS_PULL_REQUEST_BRANCH"
-fi
-
-if [[ ! -z "$QUAY_TOKEN" ]]; then
-  $docker login -u="iovisor+kubectltracetravisci" -p="$QUAY_TOKEN" quay.io
-  $make $makeopts image/push
-fi
-
-if [[ "$TRAVIS_BRANCH" = "master" && "$TRAVIS_PULL_REQUEST_BRANCH" = "" ]]; then
-  $make $makeopts image/latest
-fi