diff --git a/.github/workflows/catalogd-e2e.yaml b/.github/workflows/catalogd-e2e.yaml
index 06f592788..7f42c2449 100644
--- a/.github/workflows/catalogd-e2e.yaml
+++ b/.github/workflows/catalogd-e2e.yaml
@@ -17,8 +17,7 @@ jobs:
         with:
           go-version-file: "go.mod"
       - name: Run E2e
-        working-directory: catalogd
-        run: make e2e
+        run: make test-catalogd-e2e
   upgrade-e2e:
     runs-on: ubuntu-latest
     steps:
@@ -27,5 +26,4 @@ jobs:
         with:
           go-version-file: "go.mod"
       - name: Run the upgrade e2e test
-        working-directory: catalogd
-        run: make test-upgrade-e2e
+        run: make test-catalogd-upgrade-e2e
diff --git a/Makefile b/Makefile
index ba2bc7953..a7dffa00b 100644
--- a/Makefile
+++ b/Makefile
@@ -25,6 +25,7 @@ endif
 export IMAGE_TAG
 
 IMG := $(IMAGE_REPO):$(IMAGE_TAG)
+CATALOGD_IMG := $(CATALOG_IMAGE_REPO):$(IMAGE_TAG)
 
 # Define dependency versions (use go.mod if we also use Go code from dependency)
 export CERT_MGR_VERSION := v1.15.3
@@ -64,12 +65,15 @@ $(warning Could not find docker or podman in path! This may result in targets re
 endif
 
 KUSTOMIZE_BUILD_DIR := config/overlays/cert-manager
+CATALOGD_KUSTOMIZE_BUILD_DIR := catalogd/config/overlays/cert-manager
 
 # Disable -j flag for make
 .NOTPARALLEL:
 
 .DEFAULT_GOAL := build
 
+GINKGO := go run github.com/onsi/ginkgo/v2/ginkgo
+
 #SECTION General
 
 # The help target prints out all targets with their descriptions organized
@@ -209,6 +213,39 @@ test-e2e: KUSTOMIZE_BUILD_DIR := config/overlays/e2e
 test-e2e: GO_BUILD_FLAGS := -cover
 test-e2e: run image-registry e2e e2e-coverage kind-clean #HELP Run e2e test suite on local kind cluster
 
+# Catalogd e2e tests
+FOCUS := $(if $(TEST),-v -focus "$(TEST)")
+ifeq ($(origin E2E_FLAGS), undefined)
+E2E_FLAGS :=
+endif
+test-catalogd-e2e: ## Run the e2e tests on existing cluster
+	$(GINKGO) $(E2E_FLAGS) -trace -vv $(FOCUS) test/catalogd-e2e
+
+catalogd-e2e: KIND_CLUSTER_NAME := catalogd-e2e
+catalogd-e2e: ISSUER_KIND := Issuer
+catalogd-e2e: ISSUER_NAME := selfsigned-issuer
+catalogd-e2e: CATALOGD_KUSTOMIZE_BUILD_DIR := catalogd/config/overlays/e2e
+catalogd-e2e: run catalogd-image-registry test-catalogd-e2e ##  kind-clean Run e2e test suite on local kind cluster
+
+## image-registry target has to come after run-latest-release,
+## because the image-registry depends on the olm-ca issuer.
+.PHONY: test-catalogd-upgrade-e2e
+test-catalogd-upgrade-e2e: export TEST_CLUSTER_CATALOG_NAME := test-catalog
+test-catalogd-upgrade-e2e: export TEST_CLUSTER_CATALOG_IMAGE := docker-registry.catalogd-e2e.svc:5000/test-catalog:e2e
+test-catalogd-upgrade-e2e: ISSUER_KIND=ClusterIssuer
+test-catalogd-upgrade-e2e: ISSUER_NAME=olmv1-ca
+test-catalogd-upgrade-e2e: kind-cluster docker-build kind-load run-latest-release catalogd-image-registry catalogd-pre-upgrade-setup kind-deploy catalogd-post-upgrade-checks kind-clean ## Run upgrade e2e tests on a local kind cluster
+
+.PHONY: catalogd-post-upgrade-checks
+catalogd-post-upgrade-checks:
+	$(GINKGO) $(E2E_FLAGS) -trace -vv $(FOCUS) test/catalogd-upgrade-e2e
+
+catalogd-pre-upgrade-setup:
+	./test/tools/imageregistry/pre-upgrade-setup.sh ${TEST_CLUSTER_CATALOG_IMAGE} ${TEST_CLUSTER_CATALOG_NAME}
+
+catalogd-image-registry: ## Setup in-cluster image registry
+	./test/tools/imageregistry/registry.sh $(ISSUER_KIND) $(ISSUER_NAME)
+
 .PHONY: extension-developer-e2e
 extension-developer-e2e: KUSTOMIZE_BUILD_DIR := config/overlays/cert-manager
 extension-developer-e2e: KIND_CLUSTER_NAME := operator-controller-ext-dev-e2e  #EXHELP Run extension-developer e2e on local kind cluster
@@ -246,10 +283,9 @@ kind-load: $(KIND) #EXHELP Loads the currently constructed images into the KIND
 kind-deploy: export MANIFEST := ./operator-controller.yaml
 kind-deploy: export DEFAULT_CATALOG := ./catalogd/config/base/default/clustercatalogs/default-catalogs.yaml
 kind-deploy: manifests $(KUSTOMIZE)
-	($(KUSTOMIZE) build $(KUSTOMIZE_BUILD_DIR) && echo "---" && $(KUSTOMIZE) build catalogd/config/overlays/cert-manager | sed "s/cert-git-version/cert-$(VERSION)/g") > $(MANIFEST)
+	($(KUSTOMIZE) build $(KUSTOMIZE_BUILD_DIR) && echo "---" && $(KUSTOMIZE) build $(CATALOGD_KUSTOMIZE_BUILD_DIR) | sed "s/cert-git-version/cert-$(VERSION)/g") > $(MANIFEST)
 	envsubst '$$DEFAULT_CATALOG,$$CERT_MGR_VERSION,$$INSTALL_DEFAULT_CATALOGS,$$MANIFEST' < scripts/install.tpl.sh | bash -s
 
-
 .PHONY: kind-cluster
 kind-cluster: $(KIND) #EXHELP Standup a kind cluster.
 	-$(KIND) delete cluster --name $(KIND_CLUSTER_NAME)
@@ -302,7 +338,12 @@ go-build-linux: export GOARCH=amd64
 go-build-linux: $(BINARIES)
 
 .PHONY: run
-run: docker-build kind-cluster kind-load kind-deploy #HELP Build the operator-controller then deploy it into a new kind cluster.
+run: generate docker-build kind-cluster kind-load kind-deploy wait #HELP Build the operator-controller then deploy it into a new kind cluster.
+
+CATALOGD_NAMESPACE := olmv1-system
+wait:
+	kubectl wait --for=condition=Available --namespace=$(CATALOGD_NAMESPACE) deployment/catalogd-controller-manager --timeout=60s
+	kubectl wait --for=condition=Ready --namespace=$(CATALOGD_NAMESPACE) certificate/catalogd-service-cert # Avoid upgrade test flakes when reissuing cert
 
 .PHONY: docker-build
 docker-build: build-linux  #EXHELP Build docker image for operator-controller and catalog with GOOS=linux and local GOARCH.
diff --git a/catalogd/Makefile b/catalogd/Makefile
index 37fd95e05..0fdf290b8 100644
--- a/catalogd/Makefile
+++ b/catalogd/Makefile
@@ -23,9 +23,6 @@ else
 $(warning Could not find docker or podman in path! This may result in targets requiring a container runtime failing!)
 endif
 
-# For standard development and release flows, we use the config/overlays/cert-manager overlay.
-KUSTOMIZE_OVERLAY := config/overlays/cert-manager
-
 # bingo manages consistent tooling versions for things like kind, kustomize, etc.
 include ./../.bingo/Variables.mk
 
@@ -38,14 +35,6 @@ ifeq ($(origin KIND_CLUSTER_NAME), undefined)
 KIND_CLUSTER_NAME := catalogd
 endif
 
-# E2E configuration
-TESTDATA_DIR := testdata
-
-CATALOGD_NAMESPACE := olmv1-system
-KIND_CLUSTER_IMAGE := kindest/node:v1.30.0@sha256:047357ac0cfea04663786a612ba1eaba9702bef25227a794b52890dd8bcd692e
-
-GINKGO := go run github.com/onsi/ginkgo/v2/ginkgo
-
 ##@ General
 
 # The help target prints out all targets with their descriptions organized
@@ -74,42 +63,6 @@ generate: $(CONTROLLER_GEN) ## Generate code and manifests.
 	$(CONTROLLER_GEN) object:headerFile="../hack/boilerplate.go.txt" paths="./..."
 	$(CONTROLLER_GEN) rbac:roleName=manager-role crd webhook paths="./..." output:crd:artifacts:config=config/base/crd/bases output:rbac:artifacts:config=config/base/rbac output:webhook:artifacts:config=config/base/manager/webhook/
 
-FOCUS := $(if $(TEST),-v -focus "$(TEST)")
-ifeq ($(origin E2E_FLAGS), undefined)
-E2E_FLAGS :=
-endif
-test-e2e: ## Run the e2e tests on existing cluster
-	$(GINKGO) $(E2E_FLAGS) -trace -vv $(FOCUS) test/e2e
-
-e2e: KIND_CLUSTER_NAME := catalogd-e2e
-e2e: ISSUER_KIND := Issuer
-e2e: ISSUER_NAME := selfsigned-issuer
-e2e: KUSTOMIZE_OVERLAY := config/overlays/e2e
-e2e: run image-registry test-e2e kind-cluster-cleanup ## Run e2e test suite on local kind cluster
-
-image-registry: ## Setup in-cluster image registry
-	./test/tools/imageregistry/registry.sh $(ISSUER_KIND) $(ISSUER_NAME)
-
-## image-registry target has to come after run-latest-release,
-## because the image-registry depends on the olm-ca issuer.
-.PHONY: test-upgrade-e2e
-test-upgrade-e2e: export TEST_CLUSTER_CATALOG_NAME := test-catalog
-test-upgrade-e2e: export TEST_CLUSTER_CATALOG_IMAGE := docker-registry.catalogd-e2e.svc:5000/test-catalog:e2e
-test-upgrade-e2e: ISSUER_KIND=ClusterIssuer
-test-upgrade-e2e: ISSUER_NAME=olmv1-ca
-test-upgrade-e2e: kind-cluster cert-manager build-container kind-load run-latest-release image-registry pre-upgrade-setup only-deploy-manifest wait post-upgrade-checks kind-cluster-cleanup ## Run upgrade e2e tests on a local kind cluster
-
-pre-upgrade-setup:
-	./test/tools/imageregistry/pre-upgrade-setup.sh ${TEST_CLUSTER_CATALOG_IMAGE} ${TEST_CLUSTER_CATALOG_NAME}
-
-.PHONY: run-latest-release
-run-latest-release:
-	cd ..; curl -L -s https://github.com/operator-framework/operator-controller/releases/latest/download/install.sh | bash -s
-
-.PHONY: post-upgrade-checks
-post-upgrade-checks:
-	$(GINKGO) $(E2E_FLAGS) -trace -vv $(FOCUS) test/upgrade
-
 ##@ Build
 
 BINARIES=catalogd
@@ -157,62 +110,16 @@ $(LINUX_BINARIES): BUILDBIN = bin/linux
 $(LINUX_BINARIES):
 	GOOS=linux $(BUILDCMD)
 
-
-.PHONY: run
-run: generate kind-cluster install ## Create a kind cluster and install a local build of catalogd
-
 .PHONY: build-container
 build-container: build-linux ## Build docker image for catalogd.
 	$(CONTAINER_RUNTIME) build -f Dockerfile -t $(IMAGE) ./bin/linux
 
-##@ Deploy
-
-.PHONY: kind-cluster
-kind-cluster: $(KIND) kind-cluster-cleanup ## Standup a kind cluster
-	$(KIND) create cluster --name $(KIND_CLUSTER_NAME) --image $(KIND_CLUSTER_IMAGE)
-	$(KIND) export kubeconfig --name $(KIND_CLUSTER_NAME)
-
-.PHONY: kind-cluster-cleanup
-kind-cluster-cleanup: $(KIND) ## Delete the kind cluster
-	$(KIND) delete cluster --name $(KIND_CLUSTER_NAME)
-
 .PHONY: kind-load
-kind-load: check-cluster $(KIND) ## Load the built images onto the local cluster
+kind-load: $(KIND) ## Load the built images onto the local cluster
 	$(CONTAINER_RUNTIME) save $(IMAGE) | $(KIND) load image-archive /dev/stdin --name $(KIND_CLUSTER_NAME)
 
-.PHONY: install
-install: check-cluster build-container kind-load deploy wait ## Install local catalogd to an existing cluster
-
-.PHONY: deploy
-deploy: export MANIFEST="./catalogd.yaml"
-deploy: export DEFAULT_CATALOGS="./config/base/default/clustercatalogs/default-catalogs.yaml"
-deploy: $(KUSTOMIZE) ## Deploy Catalogd to the K8s cluster specified in ~/.kube/config with cert-manager and default clustercatalogs
-	cd config/base/manager && $(KUSTOMIZE) edit set image controller=$(IMAGE) && cd ../../..
-	$(KUSTOMIZE) build $(KUSTOMIZE_OVERLAY) | sed "s/cert-git-version/cert-$(GIT_VERSION)/g" > catalogd.yaml
-	envsubst '$$CERT_MGR_VERSION,$$MANIFEST,$$DEFAULT_CATALOGS' < scripts/install.tpl.sh | bash -s
-
-.PHONY: only-deploy-manifest
-only-deploy-manifest: $(KUSTOMIZE) ## Deploy just the Catalogd manifest--used in e2e testing where cert-manager is installed in a separate step
-	cd config/base/manager && $(KUSTOMIZE) edit set image controller=$(IMAGE)
-	$(KUSTOMIZE) build $(KUSTOMIZE_OVERLAY) | kubectl apply -f -
-
-wait:
-	kubectl wait --for=condition=Available --namespace=$(CATALOGD_NAMESPACE) deployment/catalogd-controller-manager --timeout=60s
-	kubectl wait --for=condition=Ready --namespace=$(CATALOGD_NAMESPACE) certificate/catalogd-service-cert # Avoid upgrade test flakes when reissuing cert
-
-
-.PHONY: cert-manager
-cert-manager:
-	kubectl apply -f https://github.com/cert-manager/cert-manager/releases/download/${CERT_MGR_VERSION}/cert-manager.yaml
-	kubectl wait --for=condition=Available --namespace=cert-manager deployment/cert-manager-webhook --timeout=60s
+##@ Deploy
 
 .PHONY: demo-update
 demo-update:
 	hack/scripts/generate-asciidemo.sh
-
-.PHONY: check-cluster
-check-cluster:
-	@kubectl config current-context >/dev/null 2>&1 || ( \
-		echo "Error: Could not get current Kubernetes context. Maybe use 'run' or 'e2e' targets first?"; \
-		exit 1; \
-	)
diff --git a/catalogd/scripts/install.tpl.sh b/catalogd/scripts/install.tpl.sh
deleted file mode 100644
index b71892439..000000000
--- a/catalogd/scripts/install.tpl.sh
+++ /dev/null
@@ -1,45 +0,0 @@
-#!/bin/bash
-set -euo pipefail
-IFS=$'\n\t'
-
-catalogd_manifest=$MANIFEST
-
-if [[ -z "$catalogd_manifest" ]]; then
-    echo "Error: Missing required MANIFEST variable"
-    exit 1
-fi
-
-cert_mgr_version=$CERT_MGR_VERSION
-default_catalogs=$DEFAULT_CATALOGS
-
-if [[ -z "$default_catalogs" || -z "$cert_mgr_version" ]]; then
-    err="Error: Missing component value(s) for: "
-    if [[ -z "$default_catalogs" ]]; then
-        err+="default cluster catalogs "
-    fi 
-    if [[ -z "$cert_mgr_version" ]]; then
-        err+="cert-manager version "
-    fi
-    echo "$err"
-    exit 1
-fi
-
-function kubectl_wait() {
-    namespace=$1
-    runtime=$2
-    timeout=$3
-
-    kubectl wait --for=condition=Available --namespace="${namespace}" "${runtime}" --timeout="${timeout}"
-}
-
-kubectl apply -f "https://github.com/cert-manager/cert-manager/releases/download/$%7Bcert_mgr_version%7D/cert-manager.yaml"
-kubectl_wait "cert-manager" "deployment/cert-manager-cainjector" "60s"
-kubectl_wait "cert-manager" "deployment/cert-manager-webhook" "60s"
-kubectl_wait "cert-manager" "deployment/cert-manager" "60s"
-kubectl wait mutatingwebhookconfigurations/cert-manager-webhook --for=jsonpath='{.webhooks[0].clientConfig.caBundle}' --timeout=60s
-kubectl wait validatingwebhookconfigurations/cert-manager-webhook --for=jsonpath='{.webhooks[0].clientConfig.caBundle}' --timeout=60s
-kubectl apply -f "${catalogd_manifest}"
-kubectl_wait "olmv1-system" "deployment/catalogd-controller-manager" "60s"
-
-kubectl apply -f "${default_catalogs}"
-kubectl wait --for=condition=Serving "clustercatalog/operatorhubio" --timeout="60s"
\ No newline at end of file
diff --git a/catalogd/test/e2e/e2e_suite_test.go b/test/catalogd-e2e/e2e_suite_test.go
similarity index 98%
rename from catalogd/test/e2e/e2e_suite_test.go
rename to test/catalogd-e2e/e2e_suite_test.go
index 0a8970a1f..a2399bd0e 100644
--- a/catalogd/test/e2e/e2e_suite_test.go
+++ b/test/catalogd-e2e/e2e_suite_test.go
@@ -1,4 +1,4 @@
-package e2e
+package catalogde2e
 
 import (
 	"fmt"
diff --git a/catalogd/test/e2e/unpack_test.go b/test/catalogd-e2e/unpack_test.go
similarity index 96%
rename from catalogd/test/e2e/unpack_test.go
rename to test/catalogd-e2e/unpack_test.go
index 5062cd8b0..c16b96dff 100644
--- a/catalogd/test/e2e/unpack_test.go
+++ b/test/catalogd-e2e/unpack_test.go
@@ -1,4 +1,4 @@
-package e2e
+package catalogde2e
 
 import (
 	"context"
@@ -79,7 +79,7 @@ var _ = Describe("ClusterCatalog Unpacking", func() {
 			actualFBC, err := ReadTestCatalogServerContents(ctx, catalog, c, kubeClient)
 			Expect(err).To(Not(HaveOccurred()))
 
-			expectedFBC, err := os.ReadFile("../../testdata/catalogs/test-catalog/expected_all.json")
+			expectedFBC, err := os.ReadFile("../../catalogd/testdata/catalogs/test-catalog/expected_all.json")
 			Expect(err).To(Not(HaveOccurred()))
 			Expect(cmp.Diff(expectedFBC, actualFBC)).To(BeEmpty())
 
diff --git a/catalogd/test/e2e/util.go b/test/catalogd-e2e/util.go
similarity index 98%
rename from catalogd/test/e2e/util.go
rename to test/catalogd-e2e/util.go
index dab5edaeb..3d3a8a86c 100644
--- a/catalogd/test/e2e/util.go
+++ b/test/catalogd-e2e/util.go
@@ -1,4 +1,4 @@
-package e2e
+package catalogde2e
 
 import (
 	"context"
diff --git a/catalogd/test/upgrade/unpack_test.go b/test/catalogd-upgrade-e2e/unpack_test.go
similarity index 94%
rename from catalogd/test/upgrade/unpack_test.go
rename to test/catalogd-upgrade-e2e/unpack_test.go
index 9c42f11f1..1165152f1 100644
--- a/catalogd/test/upgrade/unpack_test.go
+++ b/test/catalogd-upgrade-e2e/unpack_test.go
@@ -1,4 +1,4 @@
-package upgradee2e
+package catalogdupgradee2e
 
 import (
 	"bufio"
@@ -21,7 +21,7 @@ import (
 	"sigs.k8s.io/controller-runtime/pkg/client"
 
 	catalogdv1 "github.com/operator-framework/operator-controller/catalogd/api/v1"
-	"github.com/operator-framework/operator-controller/catalogd/test/e2e"
+	catalogde2e "github.com/operator-framework/operator-controller/test/catalogd-e2e"
 )
 
 var _ = Describe("ClusterCatalog Unpacking", func() {
@@ -87,12 +87,12 @@ var _ = Describe("ClusterCatalog Unpacking", func() {
 				g.Expect(cond.Reason).To(Equal(catalogdv1.ReasonSucceeded))
 			}).Should(Succeed())
 
-			expectedFBC, err := os.ReadFile("../../testdata/catalogs/test-catalog/expected_all.json")
+			expectedFBC, err := os.ReadFile("../../catalogd/testdata/catalogs/test-catalog/expected_all.json")
 			Expect(err).To(Not(HaveOccurred()))
 
 			By("Making sure the catalog content is available via the http server")
 			Eventually(func(g Gomega) {
-				actualFBC, err := e2e.ReadTestCatalogServerContents(ctx, catalog, c, kubeClient)
+				actualFBC, err := catalogde2e.ReadTestCatalogServerContents(ctx, catalog, c, kubeClient)
 				g.Expect(err).To(Not(HaveOccurred()))
 				g.Expect(cmp.Diff(expectedFBC, actualFBC)).To(BeEmpty())
 			}).Should(Succeed())
diff --git a/catalogd/test/upgrade/upgrade_suite_test.go b/test/catalogd-upgrade-e2e/upgrade_suite_test.go
similarity index 97%
rename from catalogd/test/upgrade/upgrade_suite_test.go
rename to test/catalogd-upgrade-e2e/upgrade_suite_test.go
index 33b7c731b..76e0114e8 100644
--- a/catalogd/test/upgrade/upgrade_suite_test.go
+++ b/test/catalogd-upgrade-e2e/upgrade_suite_test.go
@@ -1,4 +1,4 @@
-package upgradee2e
+package catalogdupgradee2e
 
 import (
 	"os"
diff --git a/catalogd/test/tools/imageregistry/imagebuilder.yaml b/test/tools/imageregistry/imagebuilder.yaml
similarity index 100%
rename from catalogd/test/tools/imageregistry/imagebuilder.yaml
rename to test/tools/imageregistry/imagebuilder.yaml
diff --git a/catalogd/test/tools/imageregistry/imgreg.yaml b/test/tools/imageregistry/imgreg.yaml
similarity index 100%
rename from catalogd/test/tools/imageregistry/imgreg.yaml
rename to test/tools/imageregistry/imgreg.yaml
diff --git a/catalogd/test/tools/imageregistry/pre-upgrade-setup.sh b/test/tools/imageregistry/pre-upgrade-setup.sh
similarity index 100%
rename from catalogd/test/tools/imageregistry/pre-upgrade-setup.sh
rename to test/tools/imageregistry/pre-upgrade-setup.sh
diff --git a/catalogd/test/tools/imageregistry/registry.sh b/test/tools/imageregistry/registry.sh
similarity index 84%
rename from catalogd/test/tools/imageregistry/registry.sh
rename to test/tools/imageregistry/registry.sh
index 3995c9b3f..969dff3ec 100755
--- a/catalogd/test/tools/imageregistry/registry.sh
+++ b/test/tools/imageregistry/registry.sh
@@ -26,8 +26,8 @@ envsubst '${ISSUER_KIND},${ISSUER_NAME}' < test/tools/imageregistry/imgreg.yaml
 kubectl wait -n catalogd-e2e --for=condition=Available deployment/docker-registry --timeout=60s
 
 # Load the testdata onto the cluster as a configmap so it can be used with kaniko
-kubectl create configmap -n catalogd-e2e --from-file=testdata/catalogs/test-catalog.Dockerfile catalogd-e2e.dockerfile
-kubectl create configmap -n catalogd-e2e --from-file=testdata/catalogs/test-catalog catalogd-e2e.build-contents
+kubectl create configmap -n catalogd-e2e --from-file=catalogd/testdata/catalogs/test-catalog.Dockerfile catalogd-e2e.dockerfile
+kubectl create configmap -n catalogd-e2e --from-file=catalogd/testdata/catalogs/test-catalog catalogd-e2e.build-contents
 
 # Create the kaniko pod to build the test image and push it to the test registry.
 kubectl apply -f test/tools/imageregistry/imagebuilder.yaml