There is an npm package called pkg. You can install it with
npm i pkg -g
Then you can convert your node project into an exe (macos and linux too) using:
pkg (yourfile).js
You can put the batch file with your packaged node exe to run it.
EDIT:
I misunderstood the question before, but to do this, you need to use a generator file. Unfourtunately it wont work for your binary files, but if you want use text files, you can do something like:
Create a file structure like this:
src/
  generator/
    generate.js
  asset.txt
  app.js
  makefile
in your makefile, put
.PHONY: all
all:
  node generator/generate.js
  pkg app.js
and in generate.js you can have something like:
fs.readFile("asset.txt", (e, data) => {
  fs.writeFile("assets.js", `
    var asset_txt = \`${data}\`
  `);
});
and in your app.js, require the assets.js file. It may be a messy solution, but I don't think there is a really good way.