[TIMOB-20545] Node process running out of memory when building for device / ad-hoc

Compiling an app with 2GB of images will fail in the build process, e.g. build for device / ad-hoc. Here is a partial log file:

[INFO] :   Optimizing .plist and .png files
[INFO] :   Invoking xcodebuild
[INFO] :   Packaging for Ad Hoc distribution
An uncaught exception was thrown!
Attempt to allocate Buffer larger than maximum size: 0x3fffffff bytes
Attempt to allocate Buffer larger than maximum size: 0x3fffffff bytes

Googling this and it seems this is specifically related to Node memory size. Looked in to increasing it via --max-old-space but not sure how to apply that to the node process from appc cli.