as that is pretty much my day job, i'll chime in with my 2 cents.

building on the deploying server is, of course, an option. It should however be avoided, as you can never be 100% certain that everything is exactly as the code you originally tested against.

that is why software repositories exists... and why github created a releases api [0]. and there are readily available scripts to use this as well [1] (i'm not affiliated in any way, just found that from a quick google). but you'll probably find something for your build tool of choice as well. that is often more stable

but to answer your initial question: yes, that should be possible as well. if everything else fails, you're always able to replace the normal binary start with a shell script which does everything you want and finally start the server process. That is admittedly a hack and another solution is probably preferable, but it's a fallback that always works.

[0] https://developer.github.com/v3/repos/releases/ [1] https://gist.github.com/stefanbuck/ce788fee19ab6eb0b4447a85f...