diff --git a/.github/workflows/build.yaml b/.github/workflows/build.yaml
index b1a67a3..71a89f4 100644
--- a/.github/workflows/build.yaml
+++ b/.github/workflows/build.yaml
@@ -26,7 +26,6 @@ jobs:
         run: |
           echo "GIT_VERSION=$(git describe --tag --always)" >> $GITHUB_ENV
           echo "VERSION=$(git describe --tag --always | sed s/^v//)" >> $GITHUB_ENV
-          echo "IMG=ghcr.io/${{ github.repository }}:${{ env.VERSION }}" >> $GITHUB_ENV
 
       - name: golangci-lint
         uses: reviewdog/action-golangci-lint@v2
@@ -42,12 +41,12 @@ jobs:
 
       - name: build and push
         run: |
-          make docker-buildx VERSION=${{ env.VERSION }} IMG=${{ env.IMG }}
+          make docker-buildx VERSION=${{ env.VERSION }}
 
       - name: bundle
         run: |
-          make bundle bundle-build bundle-push VERSION=${{ env.VERSION }} IMG=${{ env.IMG }}
+          make bundle bundle-build bundle-push VERSION=${{ env.VERSION }}
 
       - name: catalog
         run: |
-          make catalog-build catalog-push VERSION=${{ env.VERSION }} IMG=${{ env.IMG }}
\ No newline at end of file
+          make catalog-build catalog-push VERSION=${{ env.VERSION }}
\ No newline at end of file
diff --git a/Makefile b/Makefile
index 301e3d1..d62a8c4 100644
--- a/Makefile
+++ b/Makefile
@@ -51,7 +51,7 @@ endif
 OPERATOR_SDK_VERSION ?= v1.31.0
 
 # Image URL to use all building/pushing image targets
-IMG ?= ghcr.io/davidkarlsen/flyway-operator:$(VERSION)
+IMG ?= $(IMAGE_TAG_BASE):$(VERSION)
 # ENVTEST_K8S_VERSION refers to the version of kubebuilder assets to be downloaded by envtest binary.
 ENVTEST_K8S_VERSION = 1.26.0