A system for the automated coiling of a jelly roll electrode assembly for controlled assembly and tensioning of jelly roll assembly is provided. The system includes: a shuttle (100), and a mandrel (130) to which electrodes (160,162) are welded; a base (60), mateable with the shuttle and on which the battery head assembly is mounted for welding to the mandrel; and a coiling device (10). The coiling device has an upper spool (32), a lower spool (34), holding a separator strip (36) and a platform between the two holding the base. The separator strip is threaded through a passage (P) in the mandrel separating positive and negative portions (132,134). Rotating the mandrel coils the positive electrode, the separator strip and the negative electrode to coil around the mandrel. The coiling device may include a feedback loop braking one or both spools and allowing the coiling tension to be programmed to a desired level.